To promote its investment in the Montana’s Brier Cup, the casual dining chain has enlisted one of curling’s marquee names.
Montana’s latest spot features Canadian curling legend Brad Gushue enjoying a rack of in-house smoked ribs, and then trying to wipe his own saucy fingerprints from the Brier Cup, stationed on a table next to him.
Montana’s director marketing Yianni Fountas tells strategy that the chain started conversations with Gushue last year as a way to connect the brand to the sport through a name that is synonymous with curling, but who is also a Montana’s fan.
“[Gushue’s] reputation and pedigree speaks for itself – an Olympic Gold and Bronze medalist, in addition to holding the record for the most Brier championships,” Fountas says.
Shot in short vignettes, Fountas says the new ad spots are designed to showcase Montana’s ability to deliver a “down-to-earth” gathering place.
“To support the launch of the inaugural Montana’s Brier, we strategically introduced a new media campaign designed to highlight the experiences we see take place in our restaurants across the country everyday,” Fountas says.
Montana’s partnership with Curling Canada is a multi-year agreement that secures title sponsor rights for the foreseeable future. The activation surrounding the Montana’s Brier, and other Season of Champions events, including the Scotties Tournament of Hearts, PointsBet Invitational and BKT OKTire Men’s & Women’s World Curling Championships, will play a material role in the brand’s long-term marketing strategy, Fountas says.
“Identifying a strong correlation between sport and brand demographics in key markets early in our bidding process, we worked with our partners at Curling Canada to design a multi-faceted agreement that makes this more than a sponsorship deal,” Fountas says.
As he explains, its focus was aimed at integrating both brand and sport through in-venue event activations, digital advertising, restaurant marketing collateral and programing to support the Canadian Curling Foundation and local curling clubs across the country.
The partnership, he says, also provides grassroots opportunities for its restaurants to get involved and build stronger relationships with the communities in which they serve.
Following Team Canada’s recent win at the first official Montana’s Brier, a revised version of the spot is being launched, quietly celebrating Gushue’s sixth Brier championship. The new spot will run until the end of the curling season, with the conclusion of the Men’s World Curling Championship on April 7.
Incremental media was secured with TSN via the partnership to ensure that Montana’s could drive awareness of the brand’s sponsorship with the target audience. “The marketing spend across all channels over the duration of the tournament represents the highest 10-day media investment in the brand’s history,” Fountas notes.
“Come on Into Montana’s” is the first Montana’s work from FCB. The campaign has launched across TV, online and Montana’s owned properties. Media was secured by Genuine Media.
