Little Caesars announced a partnership with Sony $SONY Pictures to launch a new menu item tied to the upcoming film "Spider-Man: Brand New Day," which opens in theaters July 31.
Arriving at participating locations on June 22, the Webberoni Pizza is topped with a toasted two-cheese blend and shredded pepperoni laid out to resemble a spider's web, according to the company. At $8.99, it is available for walk-in purchase as a HOT-N-READY option or can be placed as an online order. Online customers who want to customize a different pie can pay extra to have the shredded pepperoni and cheese web applied to it.
Spider-Man-branded packaging rolls out across Little Caesars locations on June 22. As of July 6, each Webberoni Pizza transaction — whether placed in-store or through the website — comes with a limited-edition poster; three different designs cycle through participating locations on a weekly basis while quantities hold out.
On June 27, Brooklyn's Greenpoint Terminal Warehouse will host a single-day Little Caesars pop-up running from 1 to 8 p.m. ET. Attendees can step inside a recreation of Peter Parker's apartment for photo opportunities and sample the Webberoni Pizza.
"Our goal is to connect with consumers in cultural moments and areas where they are passionate," Greg Hamilton, chief marketing officer at Little Caesars, said in a statement. "We're thrilled to work with Sony Pictures' Spider-Man: Brand New Day this summer to bring the world's favorite superhero into our stores and homes across the country, creating a unique pizza occasion the entire family can enjoy."
Jeffrey Godsick, executive vice president of brand strategy and partnerships at Sony Pictures Entertainment, said the collaboration was a natural fit. "Spider-Man is known for its explosive action, humor and fun, and collaborating with Little Caesars, a brand recognized for its bold voice and playful spirit, on Spider-Man: Brand New Day was a natural fit," he said in a statement.
Little Caesars will also debut a promotional commercial directed by Greg Bell as part of the campaign.
The Detroit-based chain is the third-largest pizza chain in the world, with restaurants in all 50 U.S. states and more than 30 countries and territories, the company said. "Spider-Man: Brand New Day," directed by Destin Daniel Cretton and starring Tom Holland, opens July 31.