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Buffalo Wild Wings kicks off 'Football Rich' campaign

Buffalo Wild Wings says it's enhancing guests' football experience.

August 17, 2015

Buffalo Wild Wings today kicked off its "Football Rich" campaign on Aug. 17. The campaign "puts a spotlight on the immersive experience guests have come to expect during football season at Buffalo Wild Wings – where they can socialize with friends, watch games all day and night on wall-to-wall TVs, follow their fantasy teams and enjoy mouth-watering wings, sauces and cold beverages," according to a company press release. "When you step inside Buffalo Wild Wings during football season, you instantly feel rich, actually 'Football Rich.' "

The campaign starts with two new infomercial-style commercials that star actor and comedian Steve Rannazzisi (The League) as well as some surprise cameos by NFL legends, including Hall of Fame running back Emmitt Smith and Super Bowl-winning coach Bill Cowher.

The spots, which will air throughout the NFL season, poke fun at the infomercial-style ads and programs often seen on late-night television. In each spot, Buffalo Wild Wings encourages viewers to join the B-Dubs 17-week program to become "Football Rich."

The first of five spots from the campaign include:

• In "Football Rich," Rannazzisi tells viewers how he used to be just like them — watching one game at a time and eating terrible snacks — before he was introduced to Buffalo Wild Wings’ 17-week program and became Football Rich, accorging to a press release. Rannazzi goes on to tell viewers he is now "able to experience football season the right way at Buffalo Wild Wings — watching “all the games, with great food and drinks and even, chairs." He then transitions to Smith, who talks about his own Football Rich "revelation."
• "Fantasy" highlights the downside of fantasy football drafts when, according to a press release, "you’re forced to talk trash online or in charge of making food for a draft party." Instead, fans are encouraged to enjoy their fantasy football season at Buffalo Wild Wings. Cowher, a former player/coach and current "computer football coach" endorses Buffalo Wild Wings as his fantasy football headquarters.

The "Football Rich" campaign will be rolled out throughout football season with new commercials, social extensions, online experiences and in-store materials, according to a press release.