The campaign, titled 'The Best Slider in Football,' highlights the discrepancy between the precise culinary reputation of King's Hawaiian rolls and the lack of data regarding on-field sliding. While offensive maneuvers like passing and rushing yards are meticulously archived, the act of a quarterback choosing to slide to avoid contact remains absent from the official books. Manning, known for his own tactical decision-making during his playing career, argues that recognizing the slide would allow fans to analyze performance metrics such as total season slides and career longevity.

To drive the initiative, the brand has launched a petition at BestSliderInFootball.com. Supporters who sign the document and provide proof are entered to win a lifetime supply of King's Hawaiian slider buns, defined as two products per month for 30 years. The marketing effort, developed with the agency Erich & Kallman, includes a national commercial spot featuring Manning. According to King's Hawaiian CMO Raouf Moussa, the partnership serves as a lighthearted attempt to bring rigor to an overlooked aspect of the game while celebrating the brand's connection to football culture.