Canadian curler Brad Gushue, six-time champion of the Brier Cup, is the star of new work from Montana’s announcing its sponsorship of the curling championship.
Montana's BBQ and Bar is the fifth title sponsor since the inaugural event in 1927, as announced by Curling Canada executive director of marketing and fan experience Nolan Thiessen, during a press conference last September.
To promote investment in the newly renamed Montana’s Brier Cup, the restaurant chain has released “Come on Into Montana’s,” a 30-second spot featuring diners with sticky fingers who are particularly engaged with their dining experience. A narrator explains whey Montana’s is the ideal destination for both curling fans and BBQ fans. “When it’s game night, there’s no better place to cheer on the pros, or celebrate your own wins, or forget your sporting woes,” he says.
At the end, Gushue is seen happily eating at the restaurant with his own sauce-covered fingers, and cleaning a smudge off of his Brier Trophy.
“We wanted to remind Canadians of the forgotten love they have for the Montana's brand,” FCB Canada’s senior strategist Ally Dwyer-Joyce told Campaign. “We aimed to trigger a nostalgia for the brand, and spark a renewed appreciation for Canada's home for BBQ.”
The work is the first for Montana’s by FCB Canada as it seeks to reground Montana’s in their roots as a Canadian cornerstone. The launch is live across TV, online, and Montana’s owned properties, with Genuine Media handling the ad buy.
“Montana’s title sponsorship of the Brier is a monumental step forward for the brand. Our multifaceted agreement represents Montana’s commitment to growing the game across the country and affiliates the Brand’s positioning as Canada’s Home for BBQ with a piece of Canadian History,” FCB Canada’s director of marketing Yianni Fountas, told Campaign. “The partnership provides an opportunity to reach current and potential guests in a new environment; directly connecting with an incredibly loyal curling community.”
