The official NFL pizza partner, Papa John’s, rolls out a new season football-themed ‘Cupcakes’ commercial fronted by Peyton Manning and current super star JJ Watt.
The creative concept sees recently retired Manning, who won last year’s Super Bowl as the Denver broncos quarterback, pass his time as a fan rather than a player by hosting his own game day party and baking cakes for his guests.
The ad also features cameos both by Papa John’s founder John Schnatter and the Houston Texans’ All-Pro reigning Defensive Player of the Year, JJ Watt, who joined the brand’s athlete ambassador roster in 2015 on a multi-year deal, introduces the brand’s new season offer.
Watt will also be featured on a pizza box nationally later in the season.
While Manning’s famous face cupcakes are not for sale, the primary purpose of this Papa John’s promotion is to push its new dessert (a $6 Cinnamon Pull-Aparts) and a two medium two-topping $6.99 each pizza offer.
The 30-second TV spot, called ‘Cupcakes’, debuted on 22 August and is running across ESPN, NFL Network, Spike, FX, and Comedy Central through the early part of the new 2016/17 season.
Thus, from 22 August pizza fans can celebrate their NFL game day experience with Papa John’s special NFL kickoff offer..
Indeed, Papa Rewards customers who spend $15 or more on this special NFL kickoff offer between 29 August and 11 September will receive 25 bonus Papa Rewards points redeemable the promo code ‘KICKOFF’ (via app, online order or in-restaurant nationwide) for a free pizza with up to three toppings
The campaign has been developed in harness with Papa John’s regular creative agency Grey, while Initiative is handling the media side of the campaign and Edelman running public relations.
‘We’re excited to celebrate the start of football season alongside Peyton as he experiences the game as a fan for the first time,’ comments Papa John’s founder, chairman and CEO John Schnatter.
‘Our new line-up continues to make for a better team as they both share our passion to deliver quality experiences to fans.
‘It’s always great to be able to partner up with Peyton & Papa John for these commercials and it is an honour to be featured on the new pizza box across the entire nation,’ Watt says.
Comment
The usual vanilla, brand/offer football fun, but certainly not particularly innovative.
This creative features the players in their downtime: thus continuing one of the current hot trend themes of NFL sponsor spots.
This hero commercial is supported by plenty of other NFL new season activation strands – including fan surprises, team customised products, the in-store promo code kick-off offer and other football-led social media initiatives.
Papa John’s has actually been the official pizza sponsor of the NFL since 2010 and it is also the preferred pizza of 23 of the 32 NFL clubs (including Watt’s Texans, as well as Manning’s two former sides the Indianapolis Colts and the Denver Broncos).
Manning may have retired from football, but he is certainly not giving up his job as an ad pitchman.
It is less of a surprise that he continues to work with Papa John’s, after all, he has been an endorsers for the brand for years and owns restaurants in Colorado (indeed, company owner Schnatter was actually one of the first people to celebrate with Manning on the pitch at the end of Super Bowl 50).
But the iconic QB remains busy fronting football campaigns for other brands too – including Gatorade,
insurer Nationwide,
and DirecTV.
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