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Buffalo Wild Wings launches ‘Escape to Football’ ad campaignBuffalo Wild Wings launches ‘Escape to Football’ ad campaign

Chain teams with DraftKings for fantasy game

Bret Thorn, Senior Food Editor

August 29, 2018

2 Min Read
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Buffalo Wild Wings, in its first ad campaign since being acquired by Arby’s earlier this year, will debut a series of four 30-second commercials on Thursday in preparation for the professional football season, which starts on Sept. 6.

The casual-dining sports bar chain of more than 1,200 restaurants is also launching $5 specials and an exclusive game in partnership with fantasy sports contest company DraftKings. 

The Escape to Football advertising campaign was developed by Figliulo & Partners and is comprised of four 30-second spots of people in tedious situations — a PTA meeting, a house tour, an office meeting and taking family photos — who flee to watch a football game with the cheering crowd at a Buffalo Wild Wings. The commercials will run through football season and additional ads will run on the radio.

The campaign, with the catchphrase “Buffalo Wild Wings: Wings, beer, sports,” also features a new logo with a forward-leaning buffalo and a brown and honey mustard color palette.

Starting Sept. 6, the chain is offering specials Thursday through Monday, including specialty cocktails, tall craft and imported beer, 38-ounce pitchers of domestic beer, a cheeseburger and fries, and a new bratwurst and fries.

bww-Blazin_Fantasy_Football_Logo_1.png

Starting Sept. 9, guests with the chain’s Blazin’ Rewards App can play Blazin’ Fantasy Football, a contest in conjunction with DraftKings that will award 600 winners a week with prizes such as free wings for a year. Guests have a chance to draft a football team with the option of selecting a player as their “Blazin’ Pick” choice. That player will receive double the points in that game.

The contests start at the beginning of each football game that starts at 1 p.m. and 4 p.m. Eastern Time on Sunday, and again at half time. Teams must be selected before the start of the first and third quarters. 

Buffalo Wild Wings is also the official presenting sponsor of DraftKings’ Thursday Night Showdown contest available to all DraftKings customers, beginning Sept 6, in which players can win up to $10,000.

bww-Blazin_Fantasy_Football_1.png“As America’s largest sports bar, millions of fans spend their game days at Buffalo Wild Wings each week,” Paul Brown, CEO of Inspire Brands, the parent company of Buffalo Wild Wings and Arby’s, said in a press release. “We are thrilled to partner with the industry leader in fantasy, DraftKings, to deliver an experience to our guests that they can’t get anywhere else.” 

Inspire Brands is majority owned by Atlanta-based Roark Capital Group.

Contact Bret Thorn at [email protected]

Follow him on Twitter: @foodwriterdiary

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
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Twitter: @foodwriterdiary
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