Budweiser: Bigger Picture
Secured Budweiser’s PR Agency of Record in a competitive review. Turned the “no Super Bowl ad” decision into the Super Bowl story—redirecting spend to COVID-19 vaccine awareness and winning the conversation without buying the broadcast.
Objectives
Own the Super Bowl narrative without an in-game buy.
Build goodwill by supporting vaccine education with health partners.
Drive positive sentiment and share of voice across culture, sports, and business press.
Strategy
Reframe “no ad” as leadership. Launch Bigger Picture—a digital film and earned platform—then run a multi-wave press and social program that spotlights first responders, health partnerships, and Budweiser’s reallocating of media dollars to vaccine awareness.
Execution
Announcement architecture: embargoed outreach, day-of release, and coordinated brand/partner posts to set the agenda.
Hero content: Bigger Picture film drop with asset toolkit for spokespeople, athletes, and creators; tight message house and FAQs.
Real-time newsroom: weekend monitoring, rapid response, and moment-by-moment amplification with sports and culture desks.
Results
AOR win: Named U.S. PR Agency of Record after a competitive review.
Awarded: Innovation SABRE Best in Show for vaccine support work; The One Show honors for Bigger Picture.
Earned impact: Blanket top-tier coverage and social conversation that outperformed paid beer category activity during Super Bowl week.
