Eli and Peyton Manning signed a two-year partnership with King's Hawaiian to star in the brand's cross-platform marketing campaign.
The former quarterbacks are promoting Slider Sunday to highlight the alliance between football and King’s Hawaiian sliders.
The work runs on TV, digital, retail activations and social media. Two spots illustrate how the brothers celebrate Slider Sunday.
Omaha Productions, founded by Peyton Manning, created the campaign.
“The versatility of their sliders means whether it's tailgating during football season, enjoying a backyard barbecue or really just ending any weekend on a high note, we’re covered with King’s Hawaiian,” Peyton Manning said.
The Wilson Group created in-store signage, which has the Mannings asking consumers: “Are you ready for Slider Sunday?” QR codes provide information about how shoppers can instantly win tailgating-themed prizes, such as free King's Hawaiian products, brand merch or hosting kits with chairs and coolers.
King’s Hawaiian will also introduce the Slider Sunday Club at www.SliderSunday.com, rewarding consumers for celebrating the weekly ritual.
“The Mannings are known for their legendary presence on the field, but it’s their mastery at bringing people together off the field that inspired this exciting partnership,” said Holger Kraetschmer, King’s Hawaiian chief marketing officer.