Buffalo Wild Wings Inc. has chosen TBWA\Chiat\Day as its new creative agency, the company said Monday, as it looks to find more ways to connect with consumers beyond the humor for which its ads have become famous.
The storied Los Angeles-based ad firm, whose clients include Apple, Gatorade and Miller Lite, was awarded the contract after a competitive agency review that did not include Buffalo Wild Wings’ previous agency, 22squared.
“We don’t change agencies very often,” said Bob Ruhland, vice president of marketing for the Minneapolis-based casual-dining operator, noting that 22squared has been Buffalo Wild Wings’ agency for the last eight years. “We were happy with the work that our past agency did. It was great work. But there comes a point where I wonder if there’s higher ground to be had.”
Buffalo Wild Wings hopes to have its first campaign work with the new agency in place by February, just before the start of March Madness. TBWA will collaborate with the chain’s public relations firm, FleishmanHillard, its media agency Horizon, sports activation agency JAY Marketing, its social media agency Periscope and its digital strategy agency space150. In addition, the chicken wing concept reached a partnership deal with Florida Citrus to host the Citrus Bowl on New Year’s Day.
“Wings, beer, sports — what’s not to love?” TBWA president Luis DeAnda said in a statement. “We knew from the first time we met with Buffalo Wild Wings that they have some serious ambition, a clear vision of success as a growing company, but most importantly, they would be a real cultural fit.”
Buffalo Wild Wings has had a successful advertising and marketing run that has largely relied on humor, with ad campaigns such as “Overtime,” which shows hidden ways Buffalo Wild Wings extends games so its customers can stick around and have another beer. Same-store sales in the third quarter have increased 6 percent at company restaurants.
That humor won’t go away, nor will the “Overtime” campaign or ad style. However, Ruhland said the chain has the ability to expand its ad message to other media platforms and target additional customers who might respond to different types of advertisements.
“[Guests] think our spots are really funny,” Ruhland said. “What’s interesting about Buffalo Wild Wings is everybody who is familiar with the brand has a Buffalo Wild Wings story. Sometimes it’s centered around humor. But sometimes it’s emotional, a place where people go between games. There’s a lot of opportunity to extend the brand beyond humor.”
TBWA has considerable experience working with sports-centered advertising — Ruhland specifically mentioned its Gatorade ads, such as one involving Peyton Manning in a convenience store.
“They have an ability to capture something from your brand,” Ruhland said. “The ad makes a connection and engages the guest.”
“We feel the restaurant has a heartbeat during sporting events,” he added. “It’s probably in some ways as good as being in a stadium, and in some ways it’s better. You’re not quite as crowded as you are with 60,000 people in a stadium.”
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