Introduction
Every year in February, the Super Bowl transcends sport to become a cultural ritual. Families, friends and students gather around a screen… and a plate of chicken wings.
For Benny&Co., this moment represents a strategic peak. The challenge was not only to increase sales, but to leave a lasting mark on the collective imagination. From the original idea to its rollout in grocery stores and across digital platforms, the initiative successfully combined humour, perfect timing and strong strategic coherence.
objectives
Position Benny&Co. as a culturally agile and relatable brand.
Drive sales of Z’ailes products in grocery stores during Super Bowl weekend.
Generate organic engagement on social media.
Gameplan (🏈)
Bad Bunny was dominating the headlines: a world tour, the Grammys and the Super Bowl halftime show. His cultural presence was impossible to ignore, particularly among young adults.
In this context, Franchir identified a unique opportunity: create a playful and self-aware nod by transforming Benny&Co. into “Bad Benny” for Super Bowl weekend.
- A simple, bold and instantly memorable idea that made it possible to:
- Anchor the brand in current pop culture
- Generate a surprise effect
- Create fertile ground for social content
- Break away from traditional promotional approaches
- Franchir established the strategic foundation: a highly timely activation, perfectly suited for social media and a unique opportunity for the Québec brand to occupy this cultural moment with legitimacy.
Bad Benny was born.
Highlights
Close to 500,000 Z’ailes sold during the strategic weekend!
Cultural Relevance
Rather than creating an artificial universe, the campaign tapped into a cultural moment already in full swing. The twist was instantly understandable and highly shareable.
Intergenerational Moment
The big game brings generations together. The musical reference resonated with younger audiences, while the product itself remained deeply rooted in family traditions.
Coherence with the Brand’s DNA
Benny&Co. is a generous brand, deeply present in the everyday lives of Quebecers. Bad Benny did not betray this DNA; it modernized it.
Credits
Client | Benny&Co.
Strategy | Franchir
Execution | Benny&Co. and Nosolo
