Papa John’s Int’l, Inc. (NASDAQ:PZZA) has had a terrible run lately, amid multiple scandals involving its founder — and face of the company — John Schnatter.
Now, as CNBC reports, the pizza chain’s latest effort to distance itself from Schnatter involves an ad campaign with a focus on all the other people that work for the company:
On Tuesday, the company revealed the 60-second TV commercial, dubbed “Voices,” which features 24 Papa John’s employees, managers and franchisees talking about their experiences with the brand.
“You’ve heard one voice at Papa John’s for a long time. It’s time you heard from all of us,” says the ad, cutting together voices from several franchisees.
Customer sentiment has plunged in recent months, with same-store sales plummeting 10.5% in July. Schnatter’s antics, which include a very public condemnation of the NFL, not to mention a report that he used a racial epithet during a conference call that led to a marketing company dropping Papa John’s as a client, have led to people buying their pizza elsewhere.
Papa John’s Int’l, Inc. shares closed at $46.23 on Friday, down $0.48 (-1.03%). Year-to-date, PZZA has declined -16.49%, versus a 10.35% rise in the benchmark S&P 500 index during the same period.