SBD/September 5, 2012/Marketing and Sponsorship

Pizza Hut Prepping New Ads Featuring Aaron Rodgers To Run Throughout NFL Season

Pizza Hut is "launching two ads starring" Packers QB Aaron Rodgers that “may air as soon as" tonight during the season-opening Giants-Cowboys game on NBC, according to Don Walker of the MILWAUKEE JOURNAL SENTINEL. Rodgers will help kick off Pizza Hut's new Big Dinner Box, “described as an ‘epic-sized box’ filled with two medium rectangular one-topping pan pizzas, five breadsticks and the choice of four Stuffed Pizza Rollers, one pan of Tuscani Pasta or eight wings.” The ads, which “aim to tap into Rodgers' dry sense of humor,” will run "throughout the rest of the season.” The Pizza Hut deal, terms of which were not disclosed, gives Rodgers "another top-line firm in his endorsement portfolio.” Rodgers also has national deals with Ford, State Farm, Nike and Associated Bank, while he “appears with attorney David Gruber in ads for the Gruber Law Firm” that air in the Milwaukee market (MILWAUKEE JOURNAL SENTINEL, 9/4). ESPN.com’s Darren Rovell wrote Pizza Hut’s use of Rodgers is “a move the pizza brand hopes will steal some thunder away from rival Papa John's, which has the official NFL sponsorship” (ESPN.com, 9/4). Dolphins RB Reggie Bush starred in Pizza Hut commercials last season (THE DAILY).

HEALTH CLASS: In Green Bay, Richard Ryman noted Rodgers has a deal with Wisconsin-based Prevea Health and he is appearing in a new "Join Aaron" promotion this fall that supports "healthier lifestyles." Prevea President & CEO Dr. Ashok Rai said interactive, life-size Rodgers cut-outs "will appear in a number of locations throughout the Green Bay and Sheboygan areas," including in restaurants, retail stores and local businesses. Rai: "Each encourages people to 'Join Aaron' in a wellness-focused activity. Then have a friend snap a picture of you with Aaron, and upload it to our web site." He said of Rodgers' involvement with the campaign, "Aaron has partnered with Prevea Health to promote health and wellness within our community. As part of this wellness campaign, he posed for photos showing a variety of healthy activities, and he also serves as Prevea Health’s new spokesman promoting wellness in TV and radio commercials, and on the website" (GREEN BAY PRESS-GAZETTE, 9/3).
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