St. Louis Bar & Grill is doling out rain ponchos to underscore how saucy its wings are.

“Clean as Cluck Ponchos” are part of efforts by the casual restaurant chain to promote “Wingsanity,” its annual all-you-can-eat wings event. Video assets reinforce the messiness with “holy cluck, it’s raining wings,” a storm the poncho protects from.

St. Louis is partnering with influencers and content creators on a national seeding campaign for the poncho, giving the creators carte blanche to use it as they see fit.

“If someone has chosen all-you-can-eat wings, they’re looking for more than a meal; they’re looking for an experience,” says Jill Mack, CD at DonerNorth, the agency behind the campaign. “We want to give them what they came for. And being surprised with a custom sauce protection poncho sets the tone for a fun and memorable visit.”

The poncho was created coming off the heels of the successful “Epic Wet Nap,” a custom wet nap that was 25 times the size of a regular wet nap, which launched last year’s “Wingsanity.”

Royal Nasager, VP of marketing for St. Louis Bar & Grill, says the notion of being drenched communicates that “wings are our thing,” while also engaging its core customer of wing-lovers that savour food without inhibition.

Nasager tells strategy the brand has been working hard over the last several years to court a younger demo, and that there has been a noticeable rise in its Millennial and Gen Z foot traffic.

“This is a direct result of our embracing a more vibrant tone and tenor, investing in new partnerships and in reimagining our channel strategy,” Nasager says. “Across all platforms, we’re highlighting elements of the brand DNA that resonate with that younger cohort – craveable eats, and memorable experiences that you can’t find anywhere else.”

TikTok remains at the forefront of St Louis’ outreach and communication strategy, a team up that started last year with Loop Media to attract younger diners. When it comes to spend, Nasager says it’s “bigger, better and badder.”

Founded in 1992, St. Louis Bar and Grill has 72 locations across four provinces. Last fall, Aegis Brands completed the takeover of the operation through a wholly-owned subsidiary, SLF Operations, for $50 million.