• by Danielle Oster , January 3, 2024

Even the most ardent admirers of wings, which tend to get devoured in even greater quantities during the NFL Playoffs and the Super Bowl, will admit the saucy favorite has a downside: the mess. That leaves a perfect opening for a brand designed to tackle said mess, an insight P&G’s Bounty Paper Towels drove home with a campaign during the NFL Playoffs last year focused on its role as a necessary complement to any wing feast, a message it’s continuing with the campaign the brand launched today.

As with last year’s effort, the campaign eschews traditional broadcast advertising, instead featuring celebrated NFL wingmen sharing stories in longform videos online and on social channels, a company rep told Marketing Daily. There's also “earned media,” with Bounty’s NFL partners appearing in press interviews such as former tight end Rob Gronkowski’s discussion with People last January. Gronwkowsi returns for this year’s campaign, reuniting with former teammate, wide receiver Julian Edelman, as the two take center stage in the campaign’s debut video.

Other NFL wingmen duos making appearances for Bounty include DeVonta Smith and AJ Brown of the Philadelphia Eagles, Damar Hamlin and Dane Jackson of the Buffalo Bills, and Ja’Marr Chase and Tee Higgins of the Cincinnati Bengals.

Bounty is also heading to Las Vegas next month for a saucy event ahead of the Super Bowl. From February 4-10 at Super Bowl Radio Row – a long line of radio hosts holding interviews about the upcoming game – at Mandaly Bay Convention Center, Bounty will be serving up over 4,000 wings before cleaning up the mess alongside Gronkowski, Edelman, and the rest of its NFL “wingman” partners.

For fans not making the trip to Las Vegas, Bounty is also offering a promotional giveaway. Consumers who spend $10 or more on Bounty products in a single transaction through Feb. 12 can submit their receipt through Ibotta to receive $4 cash back.