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Michelob Ultra Pure Gold: 6 for 6-Pack
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Less than one percent of America's farmland is organic and American farmers hoping to transition their fields to organic face monumental challenges. Today, Michelob ULTRA Pure Gold is launching its 60-second Super Bowl LIV spot featuring 6 For 6-Pack, a new programme that allows consumers to join the brand in helping farmers transition six square feet of farmland into organic with each purchase of a 6-pack of Michelob ULTRA Pure Gold.
Agency: FCB, New York Michelob ULTRA Pure Gold, the first national beer brand to be USDA-certified organic, is on a mission to help US farmers who have an interest in converting to organic farming by assisting them through the transition process, which can be time consuming and challenging without support. A portion of sales from each Pure Gold 6-pack will go directly to farmers looking to transition to organic, allowing consumers to help drive change. 6 For 6-Pack is an expansion of an existing programme launched in 2019 called Contract for Change. Contract for Change offers three-to-six-year transitional barley contracts with premiums for transitional and organic barley production. Anheuser-Busch's expert agronomists are working in partnership with the CCOF Foundation, the leading organisation in organic certification and training, to provide technical assistance to farmers as they navigate the steps required to grow certified organic crops. As demand for organic barley increases, Contract for Change aims to inspire the entire organic industry to assist farmers during the transition process by paying a premium for transitional and organic products and providing the needed technical training for farmers to succeed. The 6 For 6-Pack programme will provide the additional funds needed to expand Contract for Change and help increase the one percent of organic farmland.
EVP: Gabriel Schmitt Related
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