Pats Star Kicks Up a Fuss for Papa Gino’s

BOSTON Independent Gearon Hoffman this week breaks its first major effort for the Papa Gino’s pizzeria chain since adding the account in July.

The work from the Boston-based agency consists of a 12-week “It’s good” promotion featuring Adam Vinatieri, kicker for the New England Patriots, offering customers a large cheese pizza and small chicken tenders a “free kicker” of additional menu items. The chain’s “Pizza at its best” tagline remains in use on print executions.

Papa Gino’s split its ad account between independents Gearon Hoffman and Boathouse in Dedham, Mass., following a review [Adweek Online, July 7]. The client has spent $2-3 million annually on ads, but the budget is expected to rise this year.

Boston-based Gearon Hoffman handles creative and media chores for the pizzerias, as well as media duties for sister chain D’Angelo Sandwich Shops. Boathouse in Needham, Mass., picked up D’Angelo creative. Those shops pitched separately in a competition that included Connelly Partners in Boston, North Castle Partners in Stamford, Conn., and Kupper Parker in St. Louis.

The account had been with Clarke Goward in Boston for seven years.

There are about 170 Papa Gino’s and 200 D’Angelo locations, mainly in New England.