BJ's Restaurants
No fouls, just flavor.
THEIR CHALLENGE
With March Madness heating up, BJ’s saw a golden opportunity to turn social energy into restaurant traffic. But how do you compete with every bar, wing joint, and couch in America? Simple: tap into what fans are already shouting at—their screens.
Our strategy
We went full-court press on relatability. Instead of just promoting beer and wings, we launched a content series that spoke to sports fans fluently—with humor, heart, and a little bit of sass. The idea? Connect on social, convert in-restaurant.
This Ref’s Got Range—and It’s Saucy.
The Call a Foul videos were fast-paced, funny, and totally on-brand. Each clip highlighted a “foul” no one talks about— like the Double-Dipping, Double-Sauce Violation, and the Jump Ball – Last Wing Standoff. Fans instantly got it—and loved it. The call to action? Don’t sit this one out. Come to BJ’s, where watching the game feels like part of the madness.
To deliver the laughs and unify the campaign, we introduced a totally unique character: a lovable, slightly intense ref/manager hybrid who blew whistles, called fouls, and stole scenes—making every foul feel like a full-court moment.
The Ref is Ready
The Pizookie Influencer
The Wing Sauce Violation
The Takeout Violation
The Indecisive Order
The Last Wing Standoff
Unsportsmanlike Conduct
The Results
BJ’s saw a significant boost in both social engagement and in-restaurant visits. The campaign scored with casual fans and die-hards alike, making every game an excuse to gather, cheer, and chow down. BJ’s wasn’t just a spot to watch the tournament—it became part of the madness itself. And something tells us this ref isn’t ready to hang up his whistle just yet…
