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Budweiser
Bud and Burgers: It's Not a Debate

RAN IN: United States

CLIENT
Anheuser-Busch InBev

Lauren Scrima, Brand Manager
Brian Perkins, VP Marketing

AGENCY
Anomaly *Lead Agency

Angus McCoubrey, Planning Director
Christine Gignac, Creative Director
Megan Armitage, Account Director
Scott Hayes, Creative Director
Marty Routledge, Senior Designer
Stefanie Litman, Account Executive
Laura Rowan, SVP, Group Planning Director


TracyLocke


Fusion


SUMMARY

How does a traditional American brand like Budweiser, languishing in 27 years of declining share, reverse the trend? More specifically, when market forces continue to align against you, how do you create new opportunities to sell your beer? The solution was to own a classic American food pairing, the Bud and Burger. We put Budweiser at the center of passionate burger debates unfolding across America: a Celebrity Chef led burger competition, an epic sampling experience, a TV series on Esquire network, and enough taste appeal to propel Budweiser to its best share trends in fifteen years.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Branded Content, Consumer Involvement/User Generated, Events, OOH, Packaging, Retail Experience, Social Media, TV, Other (traveling pop-up restaurant and bar)

Audience: Young Men (20-35)

Objectives: Other

Type: Business to Consumer

Classification: National

Language: English