Montana’s Makes It Known They’ve Officially Entered the Curling Game

Canada’s home for BBQ is now also home of the Brier Cup. Montana’s BBQ and Bar has taken over sponsorship of the Brier, a cornerstone of curling since 1927. To promote their investment in the newly renamed Montana’s Brier Cup that just took place in Regina from March 1 to 10, Montana’s has released an energetic 30-second spot.

The spot features Canadian curling legend Brad Gushue (who just won his third consecutive and sixth overall Brier, both record-tying accomplishments) inside a Montana’s restaurant, thoroughly enjoying a delicious rack of in-house smoked ribs. We even see him trying to wipe his own saucy fingerprints from the Brier Cup itself, stationed on a table next to him. Throughout, we see tables filled with BBQ favourites as a voiceover explains why Montana’s is the perfect destination for curling fans and BBQ fans alike to gather for great food on game nights.

“Come on Into Montana’s” is the first Montana’s work coming out of FCB. The work seeks to reground Montana’s in their roots as a brand that serves as a Canadian community cornerstone. The launch is live across TV, online, and Montana’s owned properties. 

Strategy and creative were handled by FCB Canada while media was secured by Genuine Media.