Marcelo Bacellar

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Applebee’s | NFL

Applebee’s became the NFL’s official Grill + Bar Sponsor, and we realized it already runs like a NFL franchise: Managers? Coaches. Staff? Players. Regulars? Hardcore fans. Restaurants? Stadiums. As the league’s newest “team,” we launched Pre-Seasoning, a parody docu-series turned campaign ecosystem. Six episodes, retail promos, 50-cent wings, and enough team spirit to keep fans Eatin’ Good all season.
Pre-Seasoning
Trailer
We launched the teaser for Pre-Seasoning, a parody sports docu-series starring Dan Campbell, Brock Purdy, and Saquon Barkley. By tapping into their fanbases, we brought even more heat to kickoff.
Play Calling
Retail 30’ spot
As an extension, our retail films carried the same premise, but embeded with the 50-cent wing promo, launching the content ecosystem that played all season long.
Serving Up The NFL
Retail Spot 30
Alongside Dan Campbell’s spot, we introduced two new star signings to the Applebee’s roster: Brock Purdy and Saquon Barkley.
Pre-Seasoning
Web Series
Drama. Football. Boneless Wings. And Dan Campbell as the main character. A 6-episode series released weekly, premiering at the start of the 2024 NFL season.
Swoop
Retail Spot 30’
Through this ecosystem, we delivered responsive material that fueled the promo and tapped into real-time NFL conversations.


Grey NY Creative Team:
Lance Parish - ECD
Ray Ali - CD
Matthew Everts - ACD CW
Marcelo Bacellar - ACD AD
Mikal Cook - CW
Tomo Imasogie - AD