Braun Strowman isn’t just the Monster Among Men in the ring; he’s also the Monster Among Meals in the kitchen. That’s right, the former WWE Superstar is a major foodie and a seriously charismatic host, combining to create the perfect series to air after Friday Night SmackDown on USA.

Our marketing campaign targeted two core audiences - WWE fans who would be excited to see a familiar face in a fun, new environment, and fans of traditional food and travel shows who would be excited to see a charming new host bringing a fun twist to a familiar formula.

Keeping Braun at the front and center of this campaign was a no-brainer, and we put together a great marketing shoot to capture a ton of engaging, custom content with The Monster himself. Among many other things, we shot Braun’s “18,000 Calorie Challenge,” a series of wraps that aired over the course of Friday Night SmackDown on premiere night. These wraps showed Braun eating a ton of delicious food throughout the night, and provided a fun vehicle for him to tell the WWE audience about his new show personally.

Everything on the Menu’s off-channel campaign placed paid media in front of the food and travel audience on Food Network, HGTV, ESPN, and more, highlighting Braun as a truly knowledgeable foodie and overall charismatic host.

The end result was a robust, fun-filled campaign, and an overall success for USA Network. Everything on the Menu was one of cable televisions highest rated new shows of the year (top 5 among original series premieres in 2025), and enjoyed consistent ratings over the course of the season, retaining a huge chunk of the SmackDown audience week over week.