SBD/December 16, 2010/Marketing and Sponsorship

Pizza Hut Getting In On The Super Bowl Action With Debut Ad

Pizza Hut will be making its “first appearance in the Super Bowl, with one spot by Interpublic Group of Cos.' Martin Agency appearing in the first half of the game on Feb. 6” on Fox, according to Rupal Parekh of AD AGE. The ad buy “marks a change of course for the restaurant chain, which has long opted to gain exposure around the big game, but has not actually been in it.” Pizza Hut has served as the presenting sponsor of NFL Network's “GameDay Morning,” and has “run ads leading up to the event.” Pizza Hut for last year’s Super Bowl “used the pre-game to debut work from Martin.” Pizza Hut VP/Advertising Kurt Kane said, “We'll be highlighting the role that the Pizza Hut brand plays in customers' lives beyond the game and throughout the year." Parekh noted the effort is the “latest salvo” in the "Pizza Wars" between Pizza Hut and fellow U.S.-based chains Papa John's, the NFL's "official" pizza, and Domino's. Pizza Hut's “move into the Super Bowl comes as Taco Bell, a regular Super Bowl advertiser, has yet to announce an appearance this year.” Both are owned by Louisville-based Yum Brands (ADAGE.com, 12/15).
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