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King’s Hawaiian is partnering with food personality Guy Fieri for the next year, showcasing the baker’s products as an “essential part of every sandwich.”
Top line
This is King’s first cross-media marketing effort with a celebrity spokesperson at the center. The 70-year-old brand hopes to generate awareness of its sliced bread, mini sub rolls, hamburger buns, hot dog buns and slider buns—all favorite tools in the mayor of Flavortown’s culinary arsenal.
Between the lines
The year-long campaign, “Everything’s Better Between King’s Hawaiian,” is aimed at “bread lovers everywhere,” CMO Chad Donvito told Adweek.
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