Call a Foul Campaign

BJ’s Restaurants saw a golden opportunity to turn the energy around March Madness into meaningful customer engagement and foot traffic. In a crowded landscape — where sports fans could watch games from anywhere — the challenge was making BJ’s feel like the go-to destination for the tournament experience.

Instead of pushing generic game-day promos, we developed the “Call a Foul” content series rooted in fan culture and relatable game-day moments. Fast-paced, humorous videos highlighted playful “fouls” no one talks about (like Double-Sauce Violations and Last Wing Standoffs), bringing conversation and personality directly into social feeds. A unique ref/manager character unified the creative, reinforcing BJ’s voice with humor and authenticity.

The campaign made BJ’s part of the March Madness conversation, turning digital engagement into real-world behavior. By speaking fan language fluently and infusing brand personality into cultural moments, BJ’s strengthened connection with its audience and became a more compelling destination for fans watching and celebrating the tournament.