Buffalo Wild Wings: Flavor Fanatics

Category: Restaurants
Brand/Client: Buffalo Wild Wings
Lead Agency: 2squared, Inc.
Contributing Agency: BFG Communications

Strategic Challenge

Buffalo Wild Wings' (BWW) primary targets fall into one of two sports-loving segments (ongoing BWW segmentation research):

Segment 1: Young (18-49), trendsetting, risk-taking males who have a full social life into which sports fit perfectly.

Segment 2: Sports fanatics who are slightly older (25-49), athletic, bold, risk-taking males.

The campaign faced three main challenges:

  1. MAKE A SPORTS BAR RELEVANT DURING THE SLOWEST SPORTS SEASON Challenge: Evolve Buffalo Wild Wings' messaging to make the sports bar relevant during the slow summer months (May-July), a time when the passion and vigor of die-hard sports fans are low.