Monday
Jan242011

Pizza Smack Down: Why There WIll Be A Lot Of Dough Riding On Super Bowl XLV

Deals with the NFL and the Dallas Cowboys ensure that Papa John's will be in the house - Cowboys Stadium - during the Super Bowl.January 24, 2011: Any way you slice it, Super Bowl XLV will be a big day for pizza.

Papa John's, now in its first full season as the official pizza sponsor of the NFL and second as the official Super Bowl pizza designation, plans to make a lot of people happy should the game on Feb. 6 go into overtime.

Although no Super Bowl has ever gone past regulation time, Papa John’s said it would offer a "free large pizza to everyone in America if Super Bowl XLV . . . goes into overtime."

However, there is a caveat attached to the game being played at Cowboys Stadium between the Green Bay Packers and Pittsburgh Steelers. To be eligible, "all consumers need to do is register for Papa John’s online customer loyalty program, Papa Points, at www.Papajohns.com any time now until 11:59 PM ET Saturday, Feb. 5, 2011. Then if Super Bowl XLV goes into overtime, the free pizza will be awarded to all Papa Points enrollees Monday, Feb. 7 in the form of 25 Papa Points – the amount of points needed to redeem a large up to three-topping pizza. Consumers can redeem the 25 Papa Points for the free pizza anytime through June 30, 2011," according to Papa John's.

In addition to its NFL deal, Papa John's is also the official pizza sponsor of the Dallas Cowboys, so Papa John's will literally be in the house during the Super Bowl.

“The Super Bowl is the largest stage in all of sports, and being the official pizza sponsor of Super Bowl XLV, there’s no better event or day to serve as a platform for our largest offer ever,” Andrew Varga, Papa John’s CMO, said in a statement. “We’re going to be working overtime Super Bowl Sunday to make sure our customers have a great day with the highest-quality pizza, and we’re hoping for an unprecedented overtime so that we can deliver on this offer for America.”

Papa John's has not as yet purchased national ad time on Fox in conjunction with the Super Bowl,  opting to go with experiential and social media marketing while currently running ads supporting the game, claiming, "Only the best make it to the Super Bowl." However, rival Pizza Hut has purchased its first Super Bowl ad and already is touting game day activation in the form of expected pizza sales.

Pizza Hut is scheduled to run an ad during the first half of the game. The spot, from lead agency The Martin Agency, Richmond, Va., will talk about how the company reaches consumers year-round. Not to be overlooked, though, is how much pizza Pizza Hun anticipates selling on Feb. 6. According to the Dallas-based company, Americans are expected to place more than 1.3 million orders that day, a projected spike that represents an "approximate 60% increase in business over a typical Sunday, making it Pizza Hut's busiest day of the year."

"There will be an approximate 60% increase in business over a typical Sunday, making it Pizza Hut's busiest day of the year."

Also, according to the pizza brand:

• 2.3 million feet of Pizza Hut pizza will be sold on the big day, enough to reach the summit of Mount Everest 80 times.
• 1,200 tons of dough will be used, twice the weight of the jumbo video screen inside Cowboys Stadium.
• 90,000 gallons of marinara sauce will be spread across Pizza Hut pizzas on game day, enough to fill more than 5,000 beer kegs.
• 270,000 Big Dipper pizzas are expected to sell on Pizza Hut's busiest day. If all of the Big Dipper strips were laid end to end they would stretch nearly 500 miles – long enough to cover the distance between Green Bay and Pittsburgh.
• 120,000  Pizza Hut employees will be working across America to deliver favorite moments to pizza lovers on the company's busiest day.

In addition to its multi-year deal with the NFL and its alliance with the Dallas Cowboys, Louisville, Ky.-based Papa John’s is the official pizza of the Arizona Cardinals, Atlanta Falcons, Baltimore Ravens, Houston Texans, Indianapolis Colts, Miami Dolphins, New York Giants, New York Jets, Philadelphia Eagles, Seattle Seahawks, St. Louis Rams, Tennessee Titans and Washington Redskins.

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