As Pittsburgh Penguin Sidney Crosby was closing in his 1000th career point, I wondered if we could proactively propose naming a sandwich in his honor. Client Services reached out to our Primanti Bros. client, and he loved the idea. I sat down with my Art Director and we quickly brainstormed name ideas, social copy and imagery.
The client loved it, and when Crosby hit the milestone a couple weeks later, the social posts went live immediately and the story was picked up by every Pittsburgh media outlet, the Associated Press, and The Globe and Mail in Canada. NBC Sports even tweeted a video showing the making of it during that year's Stadium Series a few weeks after.
