Little Caesars to make its Super Bowl launching with advertisement touting brand-new pizza delivery service

A still from Little Caesars’ very first Super Bowl ad

Little Caesars

Little Caesars is heading to the Super Bowl for the first time.

The pizza chain’s advertisement will highlight its brand-new delivery collaboration with DoorDash.

By the variety of stores it runs, the independently held company built itself into the third-largest pizza chain in the U.S., without ever providing shipment. In early January, Little Caesars revealed a partnership with DoorDash, whose fleet of drivers will deliver the pizzas. Clients can only buy through Little Caesars’ site or app, not through DoorDash, the largest digital food shipment service by sales

This year, a 30- second commercial throughout the big game could cost as much as $5.6 million.

” If we didn’t have news that we believed deserved the financial investment, we would not be here,” Little Caesars Chief Marketing Officer Jeff Klein stated in an interview.

Little Caesars’ advertising typically concentrates on limited-time offers. The company’s Super Bowl advertisement will star actor Rainn Wilson, best known for his role on “The Workplace.”

Outsourcing delivery to apps like Grubhub, Postmates and Uber Consumes is not brand-new for pizza chains. Papa John’s partnered with DoorDash in March, while Pizza Hut has a collaboration with Grubhub due to the fact that its moms and dad business Yum Brands owns a stake in the shipment business.

However partnering with 3rd parties hasn’t assisted Papa John’s or Pizza Hut surpass Domino’s Pizza— or Little Caesars. Little Caesars tracks only Domino’s when it pertains to its share of the $37 billion limited-service pizza dining establishment market, according to Euromonitor data from2018 Rivals have partnered with delivery aggregators, but Domino’s executives have stated that they will never ever do so, even as the pizza chain loses sales to the apps, which offer a broader variety of meal choices.

As Little Caesars moves into Domino’s area through pizza delivery, the competing pizza chain is attempting to take market share from Little Caesars for carryout pizza. About 45%of Domino’s U.S. transactions, accounting for roughly a 3rd of its $6.6 billion in retail sales, are carryout orders. Domino’s strategies to keep growing carryout orders, which are more profitable for its franchisees than shipments.

Klein, formerly a marketing executive for PepsiCo, worked on Doritos Super Bowl commercials over the years, included its ” Crash the Super Bowl” contest for advertisements produced by consumers.

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