Omaha Productions Behind New King’s Hawaiian Ad Campaign

Featured image by Brent Hofacker

Slider Sundays are coming to a TV or social media feed near you. So take a seat at the snack table as Peyton Manning and Jamie Horowitz’s Omaha Productions pair with King’s Hawaiian for some Sunday sliders.

King’s Hawaiian, a Los Angeles-based family-owned bakery known for its sweet rolls, breads, and buns, recently announced plans for new advertisements featuring former NFL quarterbacks—and brothers—Peyton and Eli Manning. The campaign, which is produced by Omaha Productions, includes various components. For example, it includes TV commercials, social media programs, and digital ads.

The primary focus is Slider Sundays. This is a weekly gathering of family and friends who come together to enjoy delicious King’s Hawaiian sliders. According to Eli Manning, the scenario is a regular occurrence for his family.

“King’s Hawaiian has been part of our gatherings with friends and family for quite some time, so this partnership is a great one. We’re looking forward to showing through these campaigns that Slider Sunday is the only way to Sunday,” Manning recently shared.

His big brother adds, “The versatility of their sliders means whether it’s tailgating during football season, enjoying a backyard barbecue, or really just ending any weekend on a high note, we’re covered with King’s Hawaiian. We’ve enjoyed working with their great team and look forward to more great moments to come.”

Are You Ready for Slider Sunday?

Soon, grocery stores across the country will feature signs depicting the Manning brothers asking customers if they are ready for Slider Sunday. In-store advertisements will include QR codes. By scanning these codes, customers can learn about free King’s Hawaiian products, branded merchandise, and contests for tailgating-themed prizes.

Fans can also visit slidersunday.com to enter for a chance to win prizes throughout the season. King’s Hawaiian packages will include a unique code that customers can enter on the website to be included in the next drawing. Receipt codes will also work for entry, and chances increase with additional purchases.

Holger Kraetschmer, chief marketing officer at King’s Hawaiian, is bullish about the new Omaha Productions campaign. “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. 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.”

King’s Hawaiian rolls are highly versatile. Many fans may already have ideas about what they’ll make for their next Slider Sunday. If not, the Manning boys have recipes ready to share. The company worked with the brothers to help each develop their own unique recipe. Eli’s Turkey Ranch Sliders include pretzel slider buns, ranch dressing, and delicious ground turkey. Peyton’s Quarterback Sliders are an all-American classic with pickle chips, onions, and American cheese. Both recipes are available on the website.

Fit for a King

Robert Taira founded King’s Hawaiian more than 70 years ago in Hilo, Hawaii. Taira had a vision for a family-owned business that could provide delicious Hawaiian-inspired foods designed with Hawaiian spirit. King’s is well-known for its sweet rolls and slider buns. What’s more, the company also offers sliced bread and full-size hamburger buns as well.

“The King’s Hawaiian brand values graciousness, generosity, and a commitment to making everyone feel like extended family” said Jamie Horowitz. “Its mission pairs perfectly with the stated purpose of Omaha Productions—to create content that uplifts and unifies people.”

How Omaha Productions Appealed to the Manning Brothers

In 2020, Josh Pyatt and Jamie Horowitz pitched Peyton Manning an idea for a new media production company that reflected his values. Both men brought impressive pedigree to the table. Jamie Horowitz was largely responsible for the rise of top sports media personalities like Stephen A. Smith, Shannon Sharpe, and Colin Cowherd. Meanwhile, Josh Pyatt had worked closely alongside LeBron James and Kobe Bryant to help them build their media empires.

At the time, Manning hadn’t fully focused on a new endeavor. After 18 seasons in the NFL and an entire life spent focusing almost solely on football, this was understandable. However, he maintained an open mind about the future. He had no interest in being a coach or a general manager, although he would have had no shortage of potential suitors. Nonetheless, he didn’t intend to sit back and enjoy a slow-paced retirement. He had done some television work, but only on a limited, part-time basis.

Manning was initially hesitant about the executives’ pitch. However, Josh Pyatt and Jamie Horowitz assured him that he could lead a company that could help bring people together. Since those initial conversations that led to its founding, Omaha Productions has grown to be worth nearly $400 million by producing high-quality content that celebrates optimism and laughs. Omaha produces the ManningCast, an alternate Monday Night Football telecast hosted by Peyton and Eli that averages nearly 1.6 million viewers. It was also responsible for the wildly successful Quarterback documentary on Netflix. This documentary was number one on the streamer for more than a week this summer.

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The Sky’s the Limit for Omaha Productions

The sky’s the limit for Omaha Productions’ future. In fact, some experts are saying a billion-dollar valuation is within the realm of possibility. This may come as a surprise since the company is only three years old. However, it’s a testament to its incredible success and the tremendous potential of Josh Pyatt and Jamie Horowitz’s vision. The new ad campaign with King’s Hawaiian is simply one of many exciting projects in the works. It surely won’t be the last high-profile sponsorship featuring the Manning brothers and Peyton’s production company.

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