MAM Food Co has selected Cheil MENA as its lead creative advertising agency for Papa Murphy’s in the UAE.

Effective immediately, the agency will provide a full suite of strategic and creative services for the account including brand strategy, design and advertising activities aimed at building brand awareness and growing its customer base in the UAE pizza market, as well as strengthening Papa Murphy’s brand position in the QSR (Quick Service Restaurants) sector.

Founded in the USA, Papa Murphy’s is positioned as a “Take ‘N’ Bake” pizza company, aimed at bringing families together in a busy and device-dominated world. However, the brand’s purpose and strategy have a different approach in the GCC, where they also offer dine-in and home delivery services.

MAM Food Co owns & operates 20 Papa Murphy’s restaurants in Dubai and Abu Dhabi and plans to add another seven by the end of 2016.

Vice-president of MAM Food Co, Yasser Abdel Azim, says in a press statement, “Cheil came to the table with big ideas that will underpin Papa Murphy’s future growth in the country and soon in the region. We were looking for an agency that has the ability to combine high-level strategic thinking with a very practical, effectiveness-focused approach.”

Wassim Daniel, chief growth officer at Cheil MENA, adds, “Papa Murphy’s is all about being a first-mover in the market and challenging people’s perceptions of pizza. The way we were able to identify a territory that presents a lucrative market opportunity for Papa Murphy’s whilst heavily relying on their brand’s strengths and USPs clearly struck a chord in the pitch.”