To mark the release of Hidden Valley Ranch's all-new Easy Squeeze Bottle, the brand is partnering with Pizza Hut and NFL legend Eli Manning for a first-of-its-kind campaign.
Its center is a unique Pizza Hut pepperoni pizza autographed by Manning with the help of the new Easy Squeeze Bottle, which provides unparalleled precision and control.
The signed pizza will be dehydrated, preserved in resin, and authenticated by PSA, the world's leading third-party authentication and grading company for trading cards and memorabilia.
View this post on Instagram
As part of the effort, America's favorite ranch is giving one lucky fan the chance to score the unique collectible pie along with a year's supply of products from Hidden Valley Ranch and Pizza Hut.
The brands will also select 10 runners-up who will each receive a year's supply of Hidden Valley Ranch and a Pizza Hut pie to create their own "signature moments."
In a press release, Hidden Valley Ranch Marketing Director CC Ciafone highlighted how the bottle changes the game for ranch lovers, making it even easier to enjoy the sauce.
Pizza Hut CMO Melissa Friebe chimed in to express enthusiasm for the campaign, which brings together the popular pairing of pizza and ranch:
"Pizza Hut is always looking for innovative ways to bring excitement to the table, and partnering with Hidden Valley Ranch to celebrate their Easy Squeeze bottle is the perfect match."
The sweepstakes runs across social media from January 15 to the Super Bowl LIX kickoff on February 9.
Meanwhile, Hidden Valley's Easy Squeeze Bottle will hit shelves later in March.
As brands begin to launch activations in the lead-up to the Big Game, many brands have begun partnering with established athletes.
It's a surefire influencer marketing strategy that comfortably positions brands within America's biggest advertising event of the year.
Signed, Sealed, and Delivered
To announce the campaign, Eli Manning appeared in a short promotional ad, demonstrating how easy it is to autograph a pizza with Hidden Valley's convenient and ergonomic new bottle.
After realizing he's accidentally turned the pizza into a collectible, a suspicious-looking PSA representative suddenly shows up to confirm its status.
View this post on Instagram
The spot ends on a humorous note, with the representative shown taking a bite out of the signed pizza, which is supposed to maybe become priceless someday.
Manning has maintained a significant presence ahead of this year's Super Bowl.
Earlier this week, he starred in a campaign alongside brother Peyton Manning to promote the duo's showdown at FanDuel's "Kick of Destiny 3," happening on Super Bowl Sunday.
