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King’s Hawaiian is a family-owned bakery best known for its iconic sweet rolls and signature Hawaiian bread products. Found in grocery aisles across the U.S., the brand has become a staple for gatherings and celebrations. In 2024, King’s Hawaiian teamed up with NFL legends Eli and Peyton Manning to launch “Slider Sundays” - a new snacking ritual designed to make football season even more delicious.
With football season in full swing, King’s Hawaiian wanted to extend its TV campaign to Connected TV (CTV) to:
We deployed our Deep Learning platform to intelligently manage bids in real time, ensuring every impression delivered maximum value. Leveraging highly curated premium CTV inventory allowed us to set a low frequency cap, driving efficient incremental reach and completed views, making each impression impactful. The campaign focused on:
This approach ensured wide, high-quality reach with minimal wastage, while optimizing video completion to drive user engagement and build brand awareness.
"We’re very pleased with the results of our first campaign with Adlook. Their team delivered a premium CTV activation that not only helped us cost-effectively reach more customers, but also stood out creatively. The custom ad wraps they developed for our two 30-second spots brought an extra level of fun and engagement that perfectly aligned with our brand and campaign goals."
Gina Beller,
Sr. Digital Marketing Manager, King's Hawaiian
This campaign proved that premium CTV, powered by intelligent bidding and tailored creatives, can deliver exceptional reach, engagement, and cost efficiency - even in highly competitive seasonal windows. With a winning playbook now established, King’s Hawaiian is well-positioned to make Slider Sundays a lasting tradition in households across the country.
"Partnering with an iconic brand like King’s Hawaiian was a true highlight. Our goal was to help them connect with football fans as they prepared for the big game – gathering with family, friends, and, of course, great food. By combining high-impact creative with precision targeting across premium CTV environments, we exceeded expectations on all fronts: unique viewer reach, video completion, and cost-efficiency. This campaign is a great example of what happens when engaging storytelling meets smart media strategy."
Gil Larsen,
VP of Sales, Adlook US
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