Brand: Applebee’s
Agency: Grey NY
Role: ACD/AD

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.