-By Adweek Staff

BOSTON It's "Papa Time" at Papa Gino's in new spots from independent Connelly Partners here that once again star New England Patriots linebacker Tedy Bruschi.

The Dedham, Mass.-based pizza chain defines "Papa Time" as any time families need a tasty, convenient meal delivered to their homes -- a hunger Papa Gino's is ready and willing to satisfy.

One commercial shows the football star keeping his cool after his sons (portrayed by young actors) wash the inside of his SUV and tons of suds bubble out the doors and windows. "Can't make it out tonight?" the spot asks. "It's Papa Time."

In addition to the Bruschi ads, the effort includes an online sweepstakes offering weekly chances to win free pizza for a year and other prizes.

Michael McManama, client svp, brand development, said in a statement: "The 'Papa Time' meal deals, sweepstakes and television campaign play up the fact that everyone has his or her own 'Papa Time,' when they need or want a great family-friendly meal."

The campaign breaks in late-July in the Boston and Providence, R.I., markets, where most Papa Gino's restaurants are located.

The client spends $2-3 million annually on ads, per Nielsen Monitor-Plus. Bruschi debuted as he chain's TV pitchman two years ago in spots by Boston's Gearon Hoffman.