CAMPAIGN
Buffalo Wild Wings x Heinz
1st Place Winner in Humber Pitch Competition
Challenge
Partnering with Heinz, create a Buffalo Wild Wings in-store activation, to make it the go-to destination for FIFA fans
Key Insight
Many Soccer fans can’t access a FIFA stadium game but they still want a stadium experience
Big Idea
Get Wild with Heinz
The Heinz Sauce-O-Meter
To get stadium energy in the restaurant, we're encouraging fans to be as loud as possible.
We want to give people permission to be as loud as they’d be in a stadium.
These microphones will be at every booth, recording sound levels.
THE IN-STORE EXPERIENCE
Fans can sit at the table for the team that they’re rooting for and their Sauce-O-Meters™ will be recording their sound levels.
The Roar Board™ will display each FIFA team’s tables' sound levels, as well as the loudest table’s sound level.
The loudest table from the winning team will with the Heinz Wing Cup™
SERVING UP SOME FOMO ;)
We’ll create a sense of FOMO for people passing by BWW by installing exterior speakers that carry the sound of cheering from inside out onto the street.
If you're passing by a Buffalo Wild Wing, you're going to wish you were inside.
FEEDING THE INSTAGRAM FEED
Before the launch of the collaboration, we will post a series of teasers in order to build anticipation.
This will be followed by a series of posts that will reveal the in-store activation.
The art direction for most of these posts leans into the the meme styles that Buffalo Wild Wings currently uses on Instagram.
Teaser Post 1
Teaser Post 2
Teaser Post 3
Reveal Post 1
Reveal Post 2
Reveal Post 3
ROAR FOR YOUR RESO - GAME FILTER
On social media platforms, we’ll launch an interactive game filter that gets people cheering as loud as they can.
Users have to yell into their phone to power a chicken wing across the soccer field—landing it right into a Heinz dip cup.
The top players who post their score on their story during our promo window will have the opportunity to reserve a table for them and some friends at any BWW location during the FIFA World Cup Final.
AD: Aysha Addus, Rachael Reid
CW: Reanna De Vera