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Tops Markets signs on as official sponsor of 'The Rex Ryan Show'


Wed, Sep 9th 2015 04:40 pm

Commercial airing featuring Tops CEO Frank Curci and Ryan on football road trip

What do you get when you team the CEO of a major grocery retailer with the head coach of a rising NFL team? Apparently, the ultimate road trip of food, football and fun.

The unusual pairing of Tops CEO Frank Curci with Buffalo Bills head coach Rex Ryan in a television commercial is just one of the many interesting features associated with the naming of Tops Friendly Markets as the presenting sponsor of the "The Rex Ryan Show" - the newest Buffalo Bills-themed television series.

Tops will also present "The Game Plan" - one of the segments on the program. The first show will air this weekend on WKBW-TV, Channel 7.

One highlight of the show will be a special commercial airing during breaks that features both Curci and Ryan in a car on a road trip before game day. In it, Ryan, as the "road trip pilot," and Curci, as the "tailgate pro," have just purchased their game day essentials at a Tops Friendly Markets store and have to road trip it back to Buffalo to be on time for Sunday's kickoff. There is also the usual comedic banter between the two that will seem familiar to fans of past "buddy" movies.

"We wanted to do something different and interesting that would be in the spirit of Rex's personality and his show, while also introducing people to the fun side of Tops," said Diane Colgan, Tops' vice president of sales and marketing. "Rex is a proven media star and we thought it would be ideal to have Frank Curci join him in an unusual setting, one that both gentlemen enjoyed acting through."

The spot was created by Tops' Buffalo-based advertising agency SKM Group.

"When developing the concept, we wanted a commercial that would be fun and highlight the personalities of Bills coach Rex Ryan and Tops' CEO Frank Curci, allowing for both of their local brands to be closely tied together," said Brian LeFauve, chief operating officer of SKM Group.

In addition to the sponsorship of "The Rex Ryan Show," Tops remains an active supporter across several of the Pegula Sports and Entertainment properties. Tops is the only grocery retailer in New York to actively sponsor the Pegula properties - Buffalo Sabres, Rochester Americans, Buffalo Bills and HARBORCENTER.

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