Full Contact Develops First Campaign for Papa Gino’s

Tedy Bruschi Surprises Papa Gino’s® Customers in New Campaign

Papa Gino’s has teamed up with three-time Super Bowl champion, Tedy Bruschi, for its new fall advertising campaign. Developed by Boston-based advertising agency, Full Contact, the campaign, entitled “Standee,” will air for the first time on September 24 throughout New England. In addition to TV, radio and point-of-purchase, the campaign will include a Facebook contest with high stakes – the chance to share a pizza with Tedy Bruschi and tickets to see the Patriots at Gillette Stadium. Full Contact was awarded the New England chain’s advertising agency of record in June of this year.   

The concept was designed to provide viewers with an unexpected twist. The commercial features real Papa Gino’s customers engaging with a cardboard standee of Tedy Bruschi while visiting the restaurant. Priceless reactions are captured when the real Bruschi appears and shocks fans.

“We wanted to do something that was fresh and highlighted Tedy’s personality and dedication to the New England community. Rather than film alongside actors, Tedy was happy to engage directly with Papa Gino’s customers, providing a few with a truly unforgettable moment,” said Marty Donohue, Partner and Co-creative Director of Full Contact. “We’re happy that he was up to the challenge and thrilled that the folks at Papa Gino’s were willing to try something so unexpected.”

There’s still an opportunity for fans to engage with the two New England favorites. While visiting a participating Papa Gino’s restaurant, guests can snap a selfie with the cardboard Tedy Bruschi standee and share it on the Papa Gino’s Facebook page. One lucky participant will win a lunch with the real Bruschi, while others will win tickets to see the New England Patriots at Gillette Stadium, autographed memorabilia and more. Users are also encouraged to share their selfies on Instagram and Twitter using #TedySelfie. The contest will run through Oct. 19, and winners will be announced on Oct. 24.

“We couldn’t think of a better person to represent New England’s favorite pizza than New England’s favorite linebacker. Tedy Bruschi has brought the same passion and energy to our brand that he used to bring to the football field, and it’s always a great experience working with him,” said Brad Schiff, Chief Marketing Officer, Papa Gino’s Incorporated.