One Creative Concept. Four Football Markets. A Winning Game Plan.

How Image Flow Media turned one pizza commercial concept into four market-specific advertising campaigns.

Football and pizza go hand in hand. But when you're advertising to fans in different cities, the creative should feel like it belongs in their market.

For a recent campaign featuring Papa Romano's and Sarpino's Pizzeria, Image Flow Media developed a unified commercial concept that could be customized for four distinct NFL markets.

The approach was simple: Keep the core commercial consistent while adapting the graphics, colors, and visual identity to reflect each market's football culture.

The campaign featured four variations:

• Detroit: Papa Romano's, inspired by the Detroit Lions' Honolulu blue and silver.
• Chicago: Sarpino's Pizzeria, inspired by the Chicago Bears' navy and orange.
• Miami: Sarpino's Pizzeria, incorporating the Miami Dolphins' aqua and orange.
• Kansas City: Sarpino's Pizzeria, featuring the Kansas City Chiefs' red and gold.

Four distinct regional executions, built around one creative foundation.

Why Localized Advertising Works

The value of localized advertising isn't just a creative theory. Research supports the importance of making national and regional marketing feel more relevant to local audiences.

According to EMARKETER, citing research from The Harris Poll and Locality, 68% of U.S. internet users believe locally tailored messaging makes national-brand advertising more relevant and demonstrates an investment in local communities.

For regional restaurant brands, that's a meaningful opportunity.

By incorporating recognizable team-inspired colors and graphics, we created commercials that could connect with each city's football culture without changing the underlying promotional message.

It's a small creative adjustment with a clear strategic purpose: Make the advertising feel more personal to its intended audience.

Football, Pizza, and a Powerful Advertising Opportunity

Few sports create the kind of consistent weekly audience that professional football delivers.

The NFL averaged 18.7 million viewers per regular-season game in 2025, a 10% increase over the previous season, according to Nielsen and the league.

And pizza continues to be a major part of the game-day experience.

Research published by Consumer Edge in February 2026 found that pizza represented approximately 12.4% of restaurant spending during recent Super Bowl Sundays, compared with 7.8% during comparable pre-game periods.

That's nearly a 60% increase in pizza's share of restaurant spending during one of football's biggest occasions.

While those figures represent broader industry trends rather than the performance of our specific campaign, they reinforce the value of connecting restaurant advertising with football audiences.

One Production. Four Unique Looks.

Producing four completely separate commercials would have required additional creative development, production resources, and time.

Instead, Image Flow Media developed a flexible visual approach that allowed the same core commercial to be adapted for multiple markets.

Each variation maintained consistent production quality, messaging, and promotional structure while introducing market-specific colors and graphics.

That approach offered three important advantages:

Market relevance: Each commercial incorporated a visual connection to the local football audience.

Creative consistency: Both pizza brands maintained a cohesive advertising approach across their respective markets.

Production efficiency: Working from one creative foundation reduced duplication while allowing multiple customized executions.

For brands advertising in multiple cities, this type of creative flexibility can make production budgets work harder without sacrificing presentation or local relevance.

The Bigger Picture

Great advertising isn't always about reinventing the concept for every audience.

Sometimes, it's about developing one strong creative idea and knowing how to adapt it effectively.

For Papa Romano's and Sarpino's, the objective was to connect the excitement of professional football with something fans already associate with game day: pizza.

By combining thoughtful creative development, localized graphics, and efficient production, Image Flow Media delivered four distinctive commercials built around one consistent campaign.

Two pizza brands. Four football markets. One smart creative strategy.

At Image Flow Media, we believe impactful advertising begins with a strong concept and succeeds through thoughtful execution.

Commercials Worth Watching.

Industry Research & Sources

Supporting industry research:EMARKETER | Localized Advertising RelevanceNFL | 2025 Regular-Season ViewershipConsumer Edge | Game-Day Pizza SpendingIndustry statistics provide marketing context and do not represent measured campaign results for Papa Romano's or Sarpino's.