Little Caesars(R) Pizza and Pepsi Launch ‘Buzz in to Win’ National Promotion

February 23, 2009

DETROIT, Feb. 23 /PRNewswire/ — Little Caesar Enterprises, Inc. and Pepsi
today announced a national scratch-off game promotion “Buzz in to Win” in
cooperation with Sony Computer Entertainment America (SCEA). This promotion
includes national marketing and advertising components and offers Little
Caesars’ customers across the country a chance to win one of 450
PlayStation(R) Trivia Prize Packs, including BUZZ! games, PLAYSTATION(R)3
(PS3(TM)), PlayStation(R)2, and PSP(R) (PLAYSTATION(R)PORTABLE). BUZZ! trivia
games bring an immersive game show experience for up to eight players straight
to your living room.

“Little Caesars provides consumers high-quality pizza and other products
at a great value, and with this promotion, everyone is a winner,” said Linda
“LJ” Jaworski, senior vice president of marketing and communications, Little
Caesar Enterprises, Inc. “Little Caesars is excited to team up with Pepsi and
SCEA to offer our customers even more fun, food and entertainment.”

Little Caesars customers can receive a “Buzz in to Win” scratch-off code
card by visiting participating Little Caesars restaurants and purchasing a
fresh HOT-N-READY(R) pizza with any Pepsi beverage. Customers simply scratch
off their code card and enter their code at www.LittleCaesarsBuzz.com to
determine if they have won a coupon for a free Little Caesars Crazy Bread(R)
with the purchase of any HOT-N-READY(R) pizza and a Pepsi beverage or one of
50 PlayStation(R) Trivia Prize Packs per week.

    PlayStation(R) Trivia Prize Packs include:

    -- PS3(TM) with BUZZ!(TM) Quiz TV videogame
    -- PlayStation(R)2 with BUZZ!(TM) The Hollywood Quiz, BUZZ!(TM) The Mega
       Quiz and BUZZ!(TM) Jr. RoboJam videogames
    -- PSP(R) and BUZZ!(TM) Master Quiz videogame

Additionally, a coupon for a free Little Caesars Crazy Bread(R) with the
purchase of any HOT-N-READY(R) pizza will be available on BUZZ! videogames at
participating national retailers throughout the promotion.

Customers who purchase a HOT-N-READY(R) pizza at Little Caesars locations
may also receive a coupon for $5 off any new BUZZ! videogame at participating
GameStop(R) stores and online at www.gamestop.com.

“As we enter into our third successful year with Little Caesars, we’re
excited to partner with them on another great promotion,” said Margery
, CMO PepsiCo Foodservice. “With hundreds of PlayStation(R) prizes,
‘Buzz in to Win’ is going to be a blast for the whole family.”

“We’re always looking for creative ways to engage with great brands and
provide a truly unique PlayStation experience to consumers,” said Ginger
, senior director of marketing alliances at Sony Computer Entertainment
America. “By collaborating with Pepsi-Cola and Little Caesars on this
promotion, we’re continuing to redefine social entertainment with games like
BUZZ! and have created the perfect backdrop for a party with friends.”

The “Buzz in to Win” promotion will begin on February 23, 2009 and
continues through April 27, 2009. Promotion details and official rules are
available at participating Little Caesars locations and online at
LittleCaesarsBuzz.com. Communication elements to support the promotion
include print, broadcast and Web materials along with in-store point of
purchase displays.

There is no purchase necessary to receive a “Buzz in to Win” scratch-off
code card. Customers can request a scratch-off code card without purchase by
mailing their request to the address included in the official rules available
at participating Little Caesars locations and online at LittleCaesarsBuzz.com.

About Little Caesars

Little Caesars Pizza founders Michael and Marian Ilitch opened their first
restaurant in Garden City, Michigan in 1959. Little Caesars built more stores
in the U.S. in 2008 than any other pizza chain and today is the largest carry-
out chain internationally with restaurants on five continents. Little Caesars
is growing in prime markets across the country, and is offering strong
franchisee candidates an opportunity for independence with a proven system. In
addition, Little Caesars offers strong brand awareness with one of the most
recognized and appealing characters in the country, Little Caesar.

In addition to Little Caesars Pizza, Ilitch companies in the food, sports
and entertainment industries include: the Detroit Red Wings, Olympia
Entertainment, Olympia Development, Blue Line Foodservice Distribution,
Champion Foods, Ilitch Holdings, Inc., Uptown Entertainment, Little Caesars
Pizza Kit Fundraising Program, and a variety of venues within these entities.

Michael Ilitch owns the Detroit Tigers. Marian Ilitch owns MotorCity Casino

For more information about Little Caesars and available franchise
opportunities, visit www.LittleCaesars.com or call 1.800.553.5776.

About PepsiCo Foodservice

The PepsiCo Foodservice Division integrates the relevant units of Pepsi-
Cola and Frito-Lay together with Quaker, Tropicana and Gatorade in the United
and Canada. Rooted in PepsiCo’s “Power of One” principles, PepsiCo
Foodservice leverages the scale and breadth of the corporation’s brands to
provide a unified voice to its customers and deliver competitive advantage in
the fast-growing foodservice and vending channels.

About Sony Computer Entertainment America

Sony Computer Entertainment America Inc. continues to redefine the
entertainment lifestyle with its PlayStation(R) and PS one(R) game console,
the PlayStation(R)2 computer entertainment system, the PSP(R)
(PlayStation(R)Portable) handheld entertainment system, the ground-breaking
PLAYSTATION(R)3 (PS3(TM)) computer entertainment system and its online and
network services the PlayStation(R)Network and PlayStation(R)Store.

Recognized as the undisputed industry leader, Sony Computer Entertainment
America Inc. markets the PlayStation family of products and develops,
publishes, markets, and distributes software for the PS one, PlayStation 2,
PSP and PS3 for the North American market. Based in Foster City, Calif. Sony
Computer Entertainment America, Inc. serves as headquarters for all North
American operations and is a wholly owned subsidiary of Sony Computer
Entertainment Inc.

SOURCE Little Caesar Enterprises, Inc.

Source: newswire

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