Little Caesars digs deeper into new NFL deal with TV spot and promotion

Diving Brief:

  • Little Caesars, in a press release, revealed details of its multi-year partnership with the NFL, including several partnerships, promotions and charitable giving initiatives. The company became the league’s official pizza sponsor in June.

  • The pizza chain has teamed up with Los Angeles Rams quarterback Matthew Stafford, who is featured in a TV spot created in partnership with creative agency McKinney. Little Caesars will also be hosting a Pizza!Pizza! Pre-match promotion that offers football-related prizes to fans when they order from the channel before matches.

  • The Little Caesars Love Kitchen mobile kitchen will visit NFL cities throughout the year to serve pizza to communities in need. The new partnership comes as the NFL has seen several major changes to its roster of sponsors.

Overview of the dive:

In June, Little Caesars took over from Pizza Hut and became the Official Pizza Sponsor of the NFL. With just 10 days until the start of the season, the pizza chain – which bills itself as the third largest in the world – has detailed the first elements of the multi-year partnership.

At the heart of the deal is a partnership with Los Angeles Rams star Matthew Stafford, who features in a 30-second spot that recreates training camp for the channel’s staff and fans. The Super Bowl-winning quarterback’s commitment to winning reflects the chain’s commitment to value, convenience and quality, said Greg Hamilton, senior vice president of marketing at Little Caesars, in the release. hurry. The ad was created with McKinney, Little Caesar’s go-to agency since 2019.

The new Pizza!Pizza! The pre-game promotion kicks off on game day one of the NFL regular season, Sept. 8, offering consumers a chance to win football- and pizza-related prizes and perks, including tickets to Super Bowl LVII. The promotion could encourage sales and help the chain build its cache of first-party consumer data. More details will be announced via social media and the channel’s website.

In a goal-oriented element, the Little Caesars Love Kitchen will work with the league to serve pizza to communities in need based on NFL events, with both organizations making “significant monetary donations” to provide ongoing support and fight against food insecurity. The first such activation will take place Sept. 7 in Los Angeles during Rams Launch Week activities.

This season will see the NFL team with several new brands after longtime partners changed their deals with the league. Anheuser-Busch InBev will remain the official beer and soda water sponsor of the NFL, but will no longer retain its monopoly on Super Bowl alcohol advertising, allowing competitors such as Molson Coors to make in-game advertising for the first time in 33 years. Likewise, Pepsi will no longer sponsor the Super Bowl Halftime Show, but will remain a close league partner.

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