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NFLers Brock Purdy and Saquon Barkley Work at Applebee's Now
Coach Dan Campbell shows up, too
At Applebee’s, NFL stars Brock Purdy and Saquon Barkley will be glad to take your order.
We hoped the latter would spike an order of 50-cent wings in the chain’s new spots from Grey New York, but no such luck.
Meanwhile, Detroit Lions head coach Dan Campbell demonstrates sideline etiquette:
That’s also polite if your mouth is stuffed with food. Thanks, Coach!
Applebee’s has leveraged football before. But this year’s efforts constitute a bolder play.
“We’ve always had NFL programming as an important part of our media plan, like our Football Night in America partnership, which is in its sixth year,” CMO Joel Yashinsky tells Muse. “But an official partnership with the league and bigger marketing support felt like the right next step and a great way to drive incremental traffic to the restaurant and value for our guests.”
He adds: “The larger strategy for this campaign is to reinforce that Applebee’s is a great place to watch the game, enjoy great food and have a good time with family and friends. The relevance and excitement around this campaign will ultimately attract more guests.”
The brand’s same-store sales have stalled of late, so management looks to the NFL blitz to kickstart momentum.
Purdy, Barkley and Campbell seem to have fun in the commercials, directed in broad strokes by Guy Shelmerdine of Smuggler at an actual Applebee’s.
“When we asked Brock to throw some props toward the camera at full strength, he was a little hesitant about the idea, not wanting to break any equipment,” recalls Yashinsky. “But boy, did he throw! It was hilarious to watch.”
IRL, the staff doesn’t throw your orders around. Pity.
Ads will air on linear TV, Prime Video and various digital channels.
Also in the mix: “Pre-Seasoning – An Applebee’s Training Camp.” The 6-part weekly mini-series will feature the three NFLers as they learn how to do various jobs at the restaurant.
So, their post-football careers are assured.
Look for “Pre-Seasoning” on Facebook, IG, TikTok, X and YouTube.
