Buffalo Wild Wings Teams Up with NFL Star Jason Kelce in New Campaign

Buffalo Wild Wings is launching a new ad campaign, “Built for Football,” just in time for the NFL season, featuring former Philadelphia Eagles center Jason Kelce. The campaign, which plays off Kelce’s recent retirement, pairs him with the chain’s CGI buffalo mascot, Hank, Restaurant Dive recently reported .

The main 30-second ad, “You Up?,” humorously shows Kelce struggling with retirement before Hank takes him to Buffalo Wild Wings, reigniting his love for football through wings, beer and game day viewing. Another ad highlights Kelce’s relationship with his brother, Travis, who currently plays tight end for the Kansas City Chiefs.

Kelce, a known fan of bacon and wings, has curated his favorite menu picks at Buffalo Wild Wings, and the chain is selling a special T-shirt to honor the bond between the athlete and Hank. Proceeds from the shirt sales will benefit (Be)Philly , a nonprofit foundation with the mission of investing in the youth of Philadelphia.

The campaign continues Buffalo Wild Wings’ focus on its mascot Hank, who debuted last year.

Marketing and partnerships

Kelce and his brother have become marketing darlings, recently securing a $100 million deal with Amazon’s Wondery network for their “New Heights” podcast . This campaign reinforces the brand’s connection to football, leveraging Kelce’s star power and the brothers’ cultural influence.

Buffalo Wild Wings’ “Built for Football” campaign goes beyond just ads, aiming to deeply connect with football fans and capitalize on Kelce’s ongoing popularity. The ads will run across TV, OTT channels, radio and social media, ensuring wide visibility. By featuring Kelce, the campaign taps into the emotional journey of a beloved NFL figure, making it relatable to fans who share his passion for the game.

Sports bar strategy

Additionally, the partnership highlights Buffalo Wild Wings’ strategy of blending sports culture with its dining experience, solidifying its position as the go-to sports bar during the NFL season.

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