Case Study: BJ's Restaurants boosts social engagement and foot traffic with Merit/Andrew

BJ's Restaurants boosts social engagement with Merit/Andrew in a 4am-to-noon shoot

BJ's Restaurants wanted to capture attention during the competitive March Madness season and convert fan engagement into actual restaurant visits. Their vendor, Merit/Andrew, partnered with DBM Group to create a social-first campaign designed for the feed and built to travel.

Merit/Andrew developed and produced a campaign featuring a character called "The Ref," who humorously called fouls on relatable fan behaviors. The solution, which included casting, production, and post-production, resulted in increased social engagement and drove more fans to visit BJ's Restaurants, successfully making the chain a part of the tournament excitement.

BJ's Restaurants