Built for Football

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.