March Madness Making Moments Matter

BJ’s Restaurant & Brewery x Hav A Sol

Playing for something bigger.

March Madness already gave BJ’s a natural reason to bring people together around basketball. We wanted to turn that attention into something that could matter beyond what happened on screen, or inside the restaurant.

That led us to Making Moments Matter, a campaign connecting BJ’s with nonprofit Hav A Sole to help provide new shoes to young people in need. Basketball gave us the cultural moment; sneakers gave us the connective tissue; community impact gave the campaign a reason to exist.

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Turning fandom into something more.

Throughout the tournament, guests could donate through BJ’s restaurants, while campaign storytelling extended into social, video, food content and live activations. College athletes including Jaden Owens, Haley and Hanna Cavinder, and Zhuric Phelps helped carry the idea into their own communities.

The partnership ultimately generated more than $50K in customer donations, giving BJ’s a March Madness story built around more than fandom.

Because sometimes the moments that matter most happen off the court.

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