TARGET: Young Millennials ages 25-35 who are loyal Hulu subscribers. They are likely city-savvy, lovers of food or the hospitality industry, and enjoyed the previous two seasons of The Bear. Now they’re excited and hungry for what’s next.

KEY MSG: You could cut this tension of waiting with a knife!

FX and Hulu’s beloved 2022 kitchen drama The Bear has garnered plenty of earned media, award recognition, and a growing fanbase. There’s lots to love: its roots stem from Chicago culture, relevance to the restaurant industry, complex character arcs and relationships just to name a few. The one thing audiences can’t seem to get enough of, though, is the constant chaos. This multi-channel campaign capitalizes on the tension and anxiety of the show to build interactive intrigue across the nation, ultimately culminating in a can’t miss live event to celebrate the release of Season 3.