BOSTON With baseball season in full swing, the Red Sox-themed ads just keep coming: The latest from Papa Gino's introduces the local chain's "Triple" cheese pizza special offer.
A 30-second TV commercial features a play-by-play voiceover as we follow dad's efforts to order three large thin-crust cheese pies at a Papa Gino's shop. He succeeds, and the announcer enthuses, "Nothing excites the crowd like a triple!" Wally, the Red Sox "Big Green Monster" mascot, makes a cameo at the end of the spot.
Radio and in-store promotions are also in the mix. The effort breaks this week, running in greater Boston and Providence, R.I.
Independent Gearon Hoffman handles the Papa Gino's account. The client spends about $1 million annually in measured media, per Nielsen Monitor-Plus.
Dick Davis served as creative and art director; Chris Castegnola wrote the copy; Dave Lombardi produced; and Richard Klug directed.
Papa Gino's is the "Official Pizza of the Boston Red Sox," but numerous local businesses use the team's players, name and iconography in their summer campaigns. Honey Dew Donuts, for example, earlier this week broke a Sox-themed spot from Psynchronous Communications that urges fans to snack on its wrap sandwiches during the seventh-inning stretch.
Gearon's other clients include the Boston Museum of Science, Private Healthcare Systems, Scottrade and Tufts Health Plan.