From the early 2000s to around 2012, Buffalo Wild Wings was one of the fastest growing brands in the restaurant category. As the brand grew, it made the mistake of trying to compete with the casual dining category. Business slowed down, product and service quality declined, and with it customer satisfaction among their core audience of 20-something sports fans. Arby’s acquired Buffalo Wild Wings, refocused it on their core audience and occasions, and tasked us to create the first advertising campaign from Buffalo Wild Wings in more than two years. They wanted the campaign to recapture their turf as America’s #1 sports bar, and to position the brand as the place to be to watch football.