Some pairs just make sense: burger and fries, salt and pepper, and Buffalo Wild Wings and football. Now, as fans gear up to celebrate football season, Buffalo Wild Wings introduces a new campaign developed in partnership with its creative agency of record, Anomaly, entitled “Built for Football.”The campaign stars former Eagles All-Pro center – and brother to the boyfriend of one of the most famous singers on earth – Jason Kelce, alongside everyone’s favorite talking winged buffalo, Hank. A hero 30-second spot, “
You Up?,” lies at the center of the campaign, showing Kelce crying in his car, realizing he went wrong in retiring and can’t walk away from football while he Facetimes Hank. Hank responds, “Say less. I got you,” taking him to a Buffalo Wild Wings. Bringing to life the idea that B-dubs is built for football, Kelce can watch all the games while stuffing his face with the greatest wings and all the beer. That is, because B-dubs IS football.A 15-second spot accompanies the campaign entitled, “
Brothers.” In it, Hank relates to Kelce by explaining they both like honey barbeque wings and football. They’re like the brothers they never had. Kelce is quick to correct him, “No, I have a brother.” While Hank responds, “But does he have time for you? I feel like he’d be here if he did.”“Buffalo Wild Wings Football” marks the one-year anniversary of the brand’s “Let’s Go Sports Bar” initiative. The campaign goes live today across TV, OTT, radio, and social.Alongside new advertising, Jason has also curated Kelce’s Picks – his favorite menu items to enjoy while watching games – which includes the Triple Bacon Cheeseburger and 10 traditional wings with new Buffalo Bacon sauce. A self-proclaimed thick-cut bacon lover and traditional wings advocate, it’s no surprise Kelce went all in. Here’s a recent clip from New Heights, produced by Wave Sports + Entertainment, discussing his bacon fandom. Traditional wings covered in Buffalo Bacon sauce offer a delicious combination of classic buffalo sauce and smoky bacon flavor. Showcasing the smoky flavor in three delicious ways, the Triple Bacon Cheeseburger features hand-smashed double patties seared with bacon and topped with thick-cut bacon strips, American cheese, shredded iceberg lettuce, tomatoes and pickles, all served up with bacon aioli on a challah bun.To further celebrate the collaboration, Buffalo Wild Wings is offering an exclusive Homage t-shirt featuring Jason and Hank, B-Dubs’ iconic computer-generated Buffalo. Fans can grab this limited-edition tee at Homage.com starting 8/26, and a portion of the proceeds will be donated to Kelce’s charity, (Be)Philly.
QUOTES
“We are thrilled to partner with Jason for the upcoming season,” said Tristan Meline, Chief Marketing Officer at Buffalo Wild Wings. “Jason loves watching games in our sports bars. We’re excited to have him hanging out with Hank the Buffalo to show people why Buffalo Wild Wings is the best place to watch football.”
“After retirement, I found myself looking for the next best spot to catch all the action. As a longtime fan, I am amped to show fans why Buffalo Wild Wings is the place for football,” Kelce shared. “It has the best wings and sauces, wall-to-wall TVs and plenty of beer options on draft. Plus, my menu picks upgrade any football occasion.”
“For B-Dubs the start of football season is our Super Bowl,” said Josh Fell, Partner and Chief Creative Officer at Anomaly. “Because it turns out there’s no better place for football. True if you’re a recently retired Kelce and true if you’re a 3000 lb Buffalo. And, you know, all the normal people in between. Jason was amazing to work with and we’re so glad that Hank could be the brother Jason never had.”
