• by Karlene Lukovitz  @KLmarketdaily, January 19, 2015

The Super Bowl is the biggest day of the year for pizza, and leading frozen pizza brand DiGiorno is doing its best to grab a slice of the action away from the big pizza QSRs — without springing for a spot during the telecast or paying to mention those two golden words.

The brand recruited football legend turned NFL TV analyst Terry Bradshaw for humorous videos urging fans to "PreGiorno," the term it coined to describe avoiding the hassle of waiting for pizza deliveries by instead stocking up on DiGiorno for the "Big Game."

DiGiorno is featuring the Bradshaw videos, a pre-party highlight reel and a link to a $2 coupon on a PreGiorno area of its main site.

The brand's @DiGiornoPizza Twitter site is being called a "PreGiorno Tweetline" between Jan. 19-31, and those who use #PreGiorno to tweet their party-prep questions may find their tweets used in the highlight reel.