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Papa Gino's 'Big Cheese' Stands Alone

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BOSTON Gearon Hoffman has fashioned a broadcast and print push backing Papa Gino's "Big Cheese Meal Deal."

A 30-second TV spot breaking today in Boston and Providence, R.I., introduces two spokescharacters—a mini-mogul and his mini-assistant—who learn at their local Papa Gino's that "you don't have to be a Big Cheese to get the Big Cheese Meal Deal."

The deal itself includes various pizza choices with bread and cheese sticks.

Boston-based Gearon Hoffman, an independently owned shop, has also crafted radio ads, newspaper inserts and in-store materials. The effort will run through May.

Agency creative directors Dick Davis and Doug Goransson oversaw the work, with Davis handling art direction and Chris Castagnola writing the copy. The TV spot was directed by Richard Klug.

Gearon Hoffman added the account last year following a review. Previously, Papa Gino's had worked for seven years with crosstown agency Clarke Goward, which in November shuttered its doors.

There are about 170 Papa Gino's stores, located mainly in New England. The client spends about $2-3 million annually on ads.