The first King’s Hawaiian TV commercial is already on the air. It features Peyton cooking sliders and his brother Eli saving the day with King’s Hawaiian buns.
Sliders on King’s Hawaiian buns and NFL Sunday have always gone hand in hand. And now, another dynamic NFL duo, Peyton and Eli Manning, are joining in the fun in a new ad campaign for King’s Hawaiian.
The campaign was created and produced by Peyton Manning’s production company Omaha Productions. The multi-year deal with football’s most famous quarterback brothers will feature TV ads starring Peyton and Eli as well as digital advertising, retail activations, social media programs, and more.
The campaign will center around the theme of ‘Slider Sunday’ and encourage fans to make sliders (mini burgers) and King’s Hawaiian slider buns a part of their gameday tradition.
The first King’s Hawaiian TV commercial is already on the air. It features Peyton cooking sliders and his brother Eli saving the day with King’s Hawaiian buns. Another TV commercial will hit the airwaves in the future, and Peyton and Eli will appear soon in grocery stores around the country in the form of in-store signage.
And of course, Omaha Productions will support its traditional ads with a robust digital campaign, featuring candid moments from Peyton and Eli’s Slider Sundays at home.
NFL fans are encouraged to join the Slider Sunday Club at www.slidersunday.com where they’ll find exclusive content from Peyton and Eli and have the chance to instantly win tailgating-themed prizes like coolers, chairs, hosting kits, and King’s Hawaiian products. Fans can also enter to win free merch by scanning QR codes on King’s Hawaiian in-store displays.
Peyton and Eli, long-time slider aficionados, have also shared some of their own slider recipes for fans to try with their families on Slider Sundays. Eli’s Turkey Ranch Slider is a leaner option and a perfect match for King’s Hawaiian’s pretzel slider buns. Peyton’s Quarterback Sliders are beefy, cheesy, and buttery—a classic slider to hit the spot on gameday.
King’s Hawaiian sought out Omaha Productions and the Manning brothers not only for their football fame but also because Peyton’s production company has produced compelling ads for a variety of other brands, including Bush’s Baked Beans and Graduate Hotels.
Omaha Productions, led by Manning and renowned sports producer Jamie Horowitz, are, of course, more widely known for developing some of the most popular sports television programs in recent years, including the ManningCast starring Peyton & Eli, and the hit Netflix documentary series Quarterback, featuring Patrick Mahomes, Kirk Cousins and Marcus Mariota. The business has grown quickly because Omaha Productions and Horowitz seem to be experts in producing content that connects with NFL fans. Horowitz had previously produced daily ESPN talk shows like First Take, SportsNation and The Herd with Colin Cowherd that had become some of the most-talked about programs in sports television. This type of resonance is exactly what King’s Hawaiian was looking for in a partnership.
King’s Hawaiian Chief Marketing Officer Holger Kraetschmer expressed his gratitude for the work that the Omaha Productions team has put into the campaign so far. He also thanked the Mannings for going above and beyond to forge meaningful connections with football fans and their families.
“The Mannings are known for their legendary presence on the field, but it’s their mastery at bringing people together off the field that inspired this exciting partnership,” he said. “At King’s Hawaiian, we believe moments are better when shared together—with your Ohana, friends and family—and Slider Sunday is the perfect way to celebrate good times together.”
It doesn’t hurt that Peyton and Eli were already big fans of King’s Hawaiian products. For them, the partnership just made sense.
“King’s Hawaiian has been part of our gatherings with friends and family for quite some time, so this partnership is a great one,” said Eli Manning. “We’re looking forward to showing through these campaigns that Slider Sunday is the only way to Sunday.”
“The versatility of their sliders means whether it’s tailgating during football season, enjoying a backyard barbeque, or really just ending any weekend on a high note, we’re covered with King’s Hawaiian,” Peyton Manning said. “We’ve enjoyed working with their great team and look forward to more great moments to come.”
Peyton Manning and Omaha Productions will be hard at work with King’s Hawaiian for the next two years developing innovative advertising strategies and breakthrough content.
Ever since Omaha Productions launched in 2020, it’s enjoyed rapid growth thanks to its strategic partnerships with brands, media platforms, and star athletes. But the primary reason for its groundbreaking success is its ability to connect with audiences.
Shows such as ManningCast, Quarterback, and ESPN+’s Places series all feature real athletes telling their stories and sharing their expertise in unfiltered and candid environments. Modern fans have responded enthusiastically to this stripped-down and personal connection to their favorite stars.
Brands like King’s Hawaiian have been eager to capitalize on Omaha Productions’ unique ability to connect with fans. Peyton & Eli are also becoming household names even among non-sports fans, increasing Omaha’s ability to associate its clients' brands with uplifting messages and recognizable personalities.
Slider Sunday and King’s Hawaiian buns may not be a gameday staple just yet. But with the help of Omaha Productions and the Mannings, sliders on King’s Hawaiian’s soft, fluffy buns will be synonymous with NFL football before long.
