Papa John's is boosting its online pizza ordering service with a big promotion around Universal Studios Home Entertainment upcoming release of King Kong on DVD.

To tie in with the film's March 28 release on DVD, the Louisville, KY-based pizza chain is offering a Kong-sized specialty pizza with oversized versions of pepperoni and Italian sausage toppings. The pizza, which will be available beginning Monday, is 30% larger than Papa John's original large pizza and sells for $12.99.

This week, consumers can place a plan-ahead order for their Kong-sized pizza on PapaJohns.com for delivery next week. As an extra incentive, consumers who order the pizza (online, phone or in-store) will receive a $3 coupon off the King Kong DVD.

"DVDs and pizza go together," said Jim Ensign, a Papa John's spokesperson. "They are a great combination. We're just looking for ways to make it a fun experience."

Consumers can take advantage of offers for free Papa John's pizza and garlic Parmesan bread sticks using special promotional codes with online orders.

To further build excitement, Papa John's is offering exclusive Webisodes featuring behind-the-scene production diaries from director Peter Jackson on PapaJohns.com. Four Webisodes will be available on the site through April. King Kong fans can also access a code from the Papa John's Web site to unlock an "Easter Egg" (special features hidden in the DVD) via the site.

TV spots and online materials support. Z-Group, Fort Lauderdale, FL, handles TV spot creative.

Under a separate promotion, Kellogg's is adding a new line King Kong Fruit Snacks timed to the DVD release. Starting Monday, Sam's Club stores will carry bonus packs containing 50 pouches in a variety of shapes and flavors. The snack packs will sell for $6.88.

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