New York, NY - June 8th, 2021 – As the nation turns a corner in the fight against the pandemic and looks toward celebrating recovery milestones in the near future, Anheuser-Busch is once again harnessing the power of its award-winning portfolio and tapping into the county’s renewed optimism with the next chapter of the Let’s Grab A Beer campaign.
Launching today, the new spot features a series of vignettes showing people coming back together with friends and family and how it makes them feel. The campaign will also feature out-of-home creative activations in major cities around the country, including Boston, Los Angeles, and New York, communicating local COVID-19 vaccination rates through digital count-up trackers. The trackers will provide real-time information on vaccine distribution to educate local communities and inspire conversation. And on social media, digital ads will run in select states in the Southeast sharing information about the beer giveaway once the country reaches the White House goal and linking to information about how to get a vaccine.
“Earlier this year, we debuted our company’s first-ever corporate Super Bowl spot called Let’s Grab A Beer, which showcased the moments big and small where beer plays a role in bringing people together,” said Marcel Marcondes, CMO, Anheuser-Busch. “Since then, we’ve continued to use the Let’s Grab A Beer platform to elevate the beer category and help make the moments we come together over a beer even better by taking action to support bars, restaurants and the return of sports. With this latest spot, we hope to celebrate some of the excitement and emotion we’re all feeling now that the country is approaching the 70% partial vaccination milestone, and we’re getting back to the activities we enjoy most with friends and family.”
Entitled “Let’s Grab A Beer, America” the spot highlights the simple pleasures in life we’ve been missing over the past several months like workout classes, first dates, family reunions, and of course, grabbing a beer. The creative, directed by Emmy-winning director Alex Prager and developed by Wieden + Kennedy, will run in digital, social, and out of home media.
“We wanted to channel the many emotions that can bring us together for a beer and create a hopeful message focusing on the future,” said Karl Lieberman, Executive Creative Director, Wieden + Kennedy. Not only does the film encourage getting together responsibly, it also serves as an educational platform encouraging people to get their first vaccine by July 4th, because when we all come together, we can all be facilitators of more moments to ‘cheers’ to.”
The new film and corresponding media investment are another touchpoint in the brewer’s ongoing commitment to the country’s economic recovery by inspiring consumers to get vaccinated and get back to enjoying life safely together. The film’s launch follows Anheuser-Busch’s recent announcement that it is teaming up with the White House to help reach their goal of encouraging as many Americans as possible to get vaccinated by July 4th. When that 70% milestone is reached, the next round will be on us, America.
“Let’s Grab A Beer” is one of many initiatives Anheuser-Busch is currently backing as part of the company’s ongoing commitment to playing an active role in the country's recovery, while also using the power of its brands to help uplift the bar & restaurant community, the heart and soul of the industry. In addition to producing and donating hand sanitizer to support critical relief and safety efforts, the brewer’s brands have also stepped up to provide consumers a sense of joy, comfort and normalcy. Most recently, Budweiser celebrated National Beer Day with a reminder that COVID-19 vaccines can help bring people back together in a film that marked the next chapter of the partnership between Budweiser and the Ad Council COVID Collaborative’s COVID-19 Vaccine Education Initiative. The King of Beers also rewarded those 21+ who showed proof of vaccination with a “Beer on Bud.” To bring back some much-needed fun and be sure everyone across America has the best summer ever, Bud Light introduced the “Bud Light Summer Stimmy”– a proposal designed to hook 21+ fans up with prizes worth up to a total of $10 million.
To help prepare the on-premise for safe and successful re-openings, the brewer joined the National Restaurant Association’s Restaurant Revival Campaign as the exclusive beer partner, and through Stella Artois, committed $2.25 million to the ServSafe Dining Commitment. The partnership with the National Restaurant Association was part of Anheuser-Busch's broader commitment to lifting up the bar and restaurant industry. In addition to donating over $5 million in partnership with the U.S. Bartenders Guild, the James Beard Foundation and others, the brewer’s brands highlighted local restaurants that were “Open for Takeout,” and encouraged consumers to safety return to the on-premise with “Your Table Is Ready,” in addition to other programs.
Earlier this year, as part of its commitment to leading the recovery, Anheuser-Busch announced it is planning to invest more than $1 billion over the next two years in its facilities to drive economic prosperity in communities across the U.S., further fortify its operations, and strengthen connections to its consumers. The brewer has since announced several significant investments as part of that commitment, including nearly $300 million to produce Stella Artois in the U.S. and $100 million in its St. Louis brewery to support domestic operations for EverGrain, an innovative barley ingredient company.
Read more about Anheuser-Busch’s support of COVID-19 recovery efforts here.
For more than 160 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities, and packaging plants, and have more than 19,000 colleagues across the United States. We are home to several of America’s most recognizable beer brands, including Budweiser, Bud Light, Michelob ULTRA, and Stella Artois, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, Twitter, Facebook , and Instagram.
Lacey Clifford, Anheuser-Busch
Kelly Ricci, 3PM Agency
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