Michelob Ultra: Contract for Change

Niels Sienaert, Tim Schoenmaeckers, James Friedman

Michelob Ultra, a beer brand, encouraged more farmers in the USA to go organic by promising to buy their produce to create Michelob ULTRA Pure Gold: America's first nationally distributed, organic beer.

Campaign details

Brand: Michelob UltraBrand owner: Anheuser-Busch InBevEntrant company: FCB Chicago - USAIdea creation: FCB ChicagoMarket: North AmericaSector: Alcoholic drinksMedia channels: Websites & microsites, Print - general, Unspecified, Public relations, Radio & audio, Social media Budget: 10 - 20 million

Executive summary

Businesses should serve their consumers, partners, and the world they operate in.

This belief inspired Anheuser-Busch to create Michelob ULTRA Pure Gold, America’s first nationally-distributed, organic beer.

But as the need for organic ingredients grew, we confronted a shocking reality: less than...

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