Michelob Ultra's Super Bowl ad supporting organic farming wins Cannes 2021 PR Grand Prix

The 60-second ad introduces a new ‘6 for 6-pack’ fundraising initiative

Published On
Jan 29, 2020

Editor's Pick

At the 2021 Cannes Lions International Festival of Creativity, Michelob Ultra earned one of two Grand Prix awarded in the PR category for its "Contract for Change" campaign, which centered on support for organic farming. The effort, from FCB, promoted its Pure Gold line extension made from organic grains. It included a 60-second Super Bowl ad that introduced the "6 for 6-pack" initiative in which the company promised a portion of proceeds from each 6-pack to transform farmland into certified organic land. 

Original Story:

Michelob Ultra is using one of its two Super Bowl spots to make a plug for organic farming. The ad is for Pure Gold, a line extension introduced in 2018 that is made from organic grains. 

The 60-second spot, which is by FCB and was released today, introduces a new program called “6 for 6-pack.” The Anheuser-Busch InBev-owned brew pledges to dedicate a portion of proceeds from every 6-pack sold to help transition 6 square feet of farmland to certified organic land. 

Rather than using celebrities, the ad takes a visual approach with aerial scenes that dramatize farmland conversions. One shot shows a group of surfers paddling in the ocean, which transitions to a similarly proportioned landscape where the surfers are replaced by bales of hay and the ocean with farmland.

Of the 911 million acres of total farmland in the U.S., only 5 million is certified organic, according to the Pew Research Center. Getting certified is “expensive and time consuming,” says Azania Andrews, Michelob Ultra’s VP of marketing. “There is a lot of risk involved,” she adds. “What we are trying to do is help ease that risk by providing resources in the form of financial support, but also education and training.”

Fred Levron, a creative partner at FCB Worldwide, in a statement called the program a "simple idea that we hope will yield acres of great outcomes.”