'PIZZA AND 1' INKS NIL DEAL

For their annual Pizza AND 1 deal, Toppers is partnering with end-of-the-bench, Division 3 hooper, George Jonas (not a Jonas brother). He’s the cheapest athlete we could find. And we didn’t even pay him to talk on camera. Why? So we could put more marketing dollars toward $1 triple Original Topperstix when you order a large house pizza at regular price.

Behind the Scenes with George

This social media campaign came together with the help of stock footage of our made-up hero, George. He kindly uploaded his mixtape, and we built our concept around it. So really, we only had to purchase his image. The name and likeness were kind of a bonus. It also helped that he was wearing Toppers red in his video.

Taking it to the (Mouth)hole

We were able to produce multiple spots with the help of voice talent and real-life college sportscaster, Randy Moehlman, delivering lines like “his stat lines are flat lines” and “his vertical is horizontal.” While it was a bit of departure from his normal gameday delivery, Randy’s exuberance lent credibility to our superstar pizza pitchman. 

Giving Out Autographs

Toppers (and George) fans were invited to enter to win a limited-edition, autographed playing card featuring their (and our) favorite player. OR, they could select a full year of free Toppers instead. Winning comes with a burden. 

Actual Results

Since launching the Pizza AND 1 promotion in 2022 the average return on ad spend (ROAS) has been $7.93 with an average increase in orders of 28%. Additionally, reach has doubled each year thanks to heightened awareness of the promotion among new and existing Toppers fans. 

“Pizza AND 1 has become one of our most anticipated and redeemed promotions across our system. Securing the likeness of George Jonas this year is sure to take us to the next level.”  -Mac Malchow, VP Marketing & Development & Athletics