King’s Hawaiian has announced a new two-year partnership with football legends Eli and Peyton Manning. The brothers will be a main focus of the brand’s omnichannel marketing campaign, starring in ad spots about the ultimate weekend gathering – Slider Sunday, a weekly ritual that brings families and friends together over King’s Hawaiian sliders.
The campaign includes TV commercials, digital advertising, retail activations, public relations and social media programs and more. The campaign will feature two TV commercials showcasing how Eli and Peyton celebrate Slider Sunday, which began airing this week.
“King’s Hawaiian has been part of our gatherings with friends and family for quite some time, so this partnership is a great one,” says Eli Manning. “We’re looking forward to showing through these campaigns that Slider Sunday is the only way to Sunday.”
“The versatility of their sliders means whether it’s tailgating during football season, enjoying a backyard barbeque or really just ending any weekend on a high note, we’re covered with King’s Hawaiian,” adds Peyton Manning. “We’ve enjoyed working with their great team and look forward to more great moments to come.”
In-store signage with Eli and Peyton asking consumers, “Are you ready for Slider Sunday?” will appear in grocery stores all across the country. They will feature QR codes with information about how shoppers can instantly win tailgating themed prizes, such as free King’s Hawaiian products, brand merch, hosting kits with chairs and coolers and more.
King’s Hawaiian will also introduce the Slider Sunday Club, rewarding consumers for celebrating the weekly ritual. Those who enter a unique code from their King’s Hawaiian package or upload a receipt will also be able to win tailgating themed prizes and the more Slider Sundays you participate in, the more you win.
“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,” says Holger Kraetschmer, King’s Hawaiian chief marketing officer. “At King’s Hawaiian, we believe moments are better when shared together – with your Ohana, friends and family – and Slider Sunday is the perfect way to celebrate good times together.”