• Ad Age, Thursday, December 16, 2010 10:27 AM

While the restaurant chain has been content to hang on the sidelines of the annual football fest, this time around it will have a Martin Agency-created spot in the first half of the game. It's the latest move in the pizza wars among three mega chains, including Papa John's and Domino's.

Past campaigns featured celebs and promoted $10 pizzas.

While sharing few details, Pizza Hut says its in-game spot is part of an integrated plan and will highlight the role the brand plays in customers' lives throughout the year.

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