Papa John's will air his first TV advertising campaign since the fall of the founder

Papa John's sales are in trouble. Schnatter began a very public feud with the company's board after forcing him to step down as president after he revealed he had used the word N in a May conference call. This incident, and another in November, when he criticized the National Football League, drove out the customers.

In July, sales at the same pizza chain had a 10.5% impact, which may well be the beginning. Papa John's said in early August that customer confidence had continued to deteriorate and that the company and its franchisees were preparing for lower sales and possible store closures. According to Stifel's latest audits, sales at restaurants that were open for at least 12 months continued to decline in the third quarter and are expected to decrease by 10 to 11%.

"Obviously, we want this to be presented to as many consumers as possible as quickly as possible," Melissa Richards, vice president of global brand strategy at Papa John's, told CNBC.

As a result of these problems, the beleaguered pizzas chain hired Bozoma Saint John from Endeavor Global Marketing, which helped Uber during its image revitalization campaign last year. The hope was that Saint John would do the same for Papa John's.

Endeavor engaged Ramaa Mosley, a 20-year veteran of the film industry, to interview more than 60 managers and franchisees at Papa John's annual global franchise conference on their brand experiences and directing advertising. .

Mosely is the first director to take on an ad for Papa John, Richards said. In the future, the company announced that all future projects must include at least one offer from a woman.

The 60-second spot is expected to air on Saturday during the Texas A & M football match against Alabama. The announcement will also be airing during the season premiere of "This is Us" next Tuesday as well as during "Chicago Med" and "Empire" next Wednesday and during "How to go with the murder " next Thursday. These television programs are incredibly popular and attract a large number of viewers, especially for the first of the season.

In addition to television advertising, Papa John's is expected to release four vignettes featuring several managers and franchisees on his social media accounts.

This will be the second social media campaign created by Papa John's following the departure of its founder. Last month, the company released a video on Facebook and Twitter that dealt with the indignation of customers. The video used tweets from real customers who called the pizza chain on Schnatter's remarks and asked Papa John to change her policies if she wanted their business to resume.

"You were expecting better from Papa John," says the video, which was posted on Facebook and Twitter. "US too."

Schnatter's representatives did not immediately respond to CNBC's request for comment.

Papa John's shares remained steady Tuesday afternoon, but have widened by more than 17% since January.

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