This will be the second year that King’s Hawaiian will be featured in the broadcast. King’s Hawaiian saw an uptick in bread sales last year after their first appearance — prompting the company to return this year.
“We made our decision prior to the controversy,” said Erick Dickens, vice president for marketing. “We are staying the course; we still have confidence in the platform. We think a lot of people will tune in to see Chris Rock, who should be a phenomenal host.”