Pollard Banknote has partnered with celebrity chef Guy Fieri in a deal that sees the lottery printing firm license his image for the production of instant tickets.
Fieri boasts over 6.6 million followers across his social media pages and has cultivated a brand based on food, fun and philanthropy, which Pollard Banknote states ‘provides an excellent fit with the lottery industry’.
The chef and restaurateur recently opened his Flavortown Kitchen, a 175-location delivery-only brand that will feature on the scratch tickets.
“Pollard Banknote strives to deliver entertaining, exciting, and diverse brands to our lottery clients, and we are confident that the endless possibilities presented by Guy Fieri instant tickets, in terms of both art design and prizing, will be well received,” said Brad Thompson, Vice President, Sales & Marketing, Pollard Banknote.
“Guy Fieri’s instantly recognizable persona, coupled with his extensive philanthropic endeavors, align well with lotteries looking to launch dynamic new instant tickets that will boost returns to good causes.”
In February, Fieri made a half-time commercial appearance during Super Bowl LVI, which had an audience of approximately 208 million, which ‘propelled his popularity to new heights’.
Pollard Banknote notes that producing licensed games helps ‘to support sales and engagement’ across its lottery partners in North America.
Recently, Pollard Banknote has secured the licensing to produce games with the imagery of Jaws, PAC-MAN and Hot Stuff.