There’s still Raptors fever across the Greater Toronto Area, plus some residual bat-flip hype from last year’s Blue Jays run. Now, the Toronto Argonauts are capitalizing on that energy to launch a new campaign ahead of the CFL season.

The campaign,”This is Argos Football,” launched with a 30-second spot during last night’s Raptors playoff game, a month ahead of the team’s home opener at the newly-renovated BMO Field. The spot promotes football as more than just “four quarters and a half-time show,” showing the pre-game rituals like tailgating that the franchise hopes to boost.

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The campaign, created by the Argo’s agency of record Bensimon Byrne, includes TV, digital, radio and OOH in downtown Toronto. It echoes the CFL’s overall marketing, which is trying to build its fan base while celebrating the league’s diehards across Canada. The league recently introduced a new logo and new brand positioning, in part to attract more fans.

For the Argos, that means making the experience about more than the game itself, by working in pre-game rituals like tailgating. The push for the Argos is especially important this year, given Toronto is hosting the Grey Cup in November.

“With training camp opening this weekend, it’s the perfect time for us to introduce the new Argos to Torontonians,” Michael Copeland, president and CEO for the Argos, said in a press release. “And when we talk about the new Argos, it’s not just the players we added in free agency or through the CFL Draft. It’s about new ownership, a new stadium and an entirely new Argos experience that will happen in and around BMO Field this year. It’s about an authentic football experience to complement our great team on the field.”