Budweiser Wins Two Golds at the FAB Awards for Foodweiser Campaign

Last Thursday, June 16th, the 24th edition of the FAB Awards took place, in which Foodweiser, the Budweiser campaign that promoted a culture of smart alcohol consumption worldwide in 2021, won two gold awards in the categories of Direct Marketing and Best Use of Media.

This recognition makes MullenLowe Delta, the agency in charge of the creative process, the only one in Latin America to take home two gold FABs for the first time.

“We are very happy and proud to have made this idea a reality and to have generated a positive impact on the consumer, which shows us that creativity has no limits and that working together with clients can drive significant changes in their industry” says Jaime Duque, creative VP at MullenLowe Delta Ecuador.

For his part, André Pedroso, CCO of MullenLowe Delta Ecuador emphasises that, “It is very gratifying to see how local creativity is crossing borders and making people interested in issues of social impact and has the ability to move crowds to change a reality”.

Foodweiser was a campaign created to reduce the harmful use of alcohol and encourage changes in excessive drinking habits. Leveraging the fact that the presence of food in the stomach prevents the rapid absorption of alcohol in the body, images of delicious food were integrated into the design of the cans of the drink that encouraged the appetite of consumers, such as: hamburgers, wings, fries, among other snacks that combine perfectly with a Budweiser and are ideal to enjoy with family or friends. In addition, each one of them had a message: ‘eat and enjoy responsibly’.

In this way, for the first time, the brand changed its name to Foodweiser to promote responsible beer consumption. The campaign was activated in restaurants, bars and all the places where people usually enjoy a Budweiser, making it clear that the smartest way to consume alcohol is by combining it with their favourite food.

More than 58,000 cans were sold during Responsible Drinking Week last year; 15,600 hamburgers, +32% responsible drinkers; 21,000 orders of wings, +45% consumers who enjoyed their meal with a Budweiser; 19,000 servings of fries, +39% in Share of Voice.

With this campaign, MullenLowe Delta emphasises its commitment to innovation and creativity, to generate awareness about different realities in society.