Papa John’s kicks off Super Bowl promoPapa John’s kicks off Super Bowl promo

Alan J. Liddle

LOUISVILLE Ky. To reward consumer loyalty and expand its opt-in marketing database, Papa John’s Pizza is offering registrants for its “The Countdown to Kickoff” promotion a large pizza for 25 cents if the opening kickoff during next month's Super Bowl is returned for a touchdown.

The promotion is part of Papa John’s 25^th anniversary celebration and also makes use of the celebrity and expertise of former professional football player Desmond Howard. He holds the Super Bowl record for the longest kickoff return, at 99 yards, which he uncorked during the 1997 game as a Green Bay Packer.

Howard will provide exclusive video commentary during the game on a Papa John’s microsite, www.thecountdowntokickoff.com, where interested consumers can register for the marketing initiative. To qualify for the 25-cent pizza offer, customers need to register before the game begins at 6 p.m. on Feb. 1. Registered visitors also can win special offers by demonstrating their football knowledge, Louisville-based Papa John’s said.

This year's Super Bowl pits the Arizona Cardinals against the Pittsburgh Steelers

“Nothing brings people together like the ‘Big Game,’” said John Schnatter, founder and chief executive of Papa John’s International Inc., franchisor of the 3,280-unit chain.

On the chain’s main website, www.papajohn’s.com, the No. 3 pizza chain is offering party and catering tips, as numerous parties typically occur during the Super Bowl.

Contact Alan J. Liddle at [email protected].