To coincide with March Madness, this year’s NCAA men’s basketball tournament, Pizza Hut has rolled out its WingStreet concept to all  its 5,000 restaurants across the United States.

“For pizza and wings, sports events are perfect consumption occasions. Obviously, we see our business really correlate with these times, ” Carrie Walsh, chief marketing officer at Pizza Hut said.  “A lot of wings specifically get consumed during March Madness, and we wanted to take advantage of that.”  Walsh added that Pizza Hut has seen more pizzas leave with wing orders and more order of wings only.  The wing brand offers traditional, bone-out, or bone-in crispy wings coasted in a choice of eight sauces.

To leverage March Madness in the advertising of the national rollout, Pizza Hut turned to sportscaster and radio host Scot Van Pele, who will be reporting on the NCAA tournament, for a new ad campaign including TV spots.