As the official sponsor of the FIFA Women’s World Cup and the England Football teams, Budweiser is launching its biggest-ever Off-Trade campaign in the UK, with a whole host of tailored mechanics across the grocery and convenience channels.
Budweiser has been the official sponsor of the England Women’s team since 2019. To celebrate the football moment, the first ever official beer of the FIFA Women’s World Cup will be heroing England with its biggest-ever campaign. Budweiser will flex its messaging throughout the consumer journey from awareness (through nationwide, through-the-line comms) to purchasing decisions through the launch of promotional packaging.
Limited-edition packs, which will be available across Budweiser bottles and cans, will feature the FIFA Women’s World Cup trophy and a scan-to-win mechanic where shoppers can win TVs, free beer vouchers or PerfectDraft machines. Prizes include Budweiser branded bucket hats at Asda, as well as Co-op offering the chance for fans to get their hands on a Budweiser BBQ Bundle. On top of this, Budweiser will be donating 50p via the FA Football Delivery Fund, supporting adult women’s football for every 15x300ml pack bought at Tesco.
To help generate excitement around the competition, there will also be an array of point of sale and displays that hero the players. These include out-of-home (OOH) adverts and front-of-store displays that feature the England players alongside Budweiser products.
“With not long to go until this first match of the FIFA Women’s World Cup 2023™ tournament, excitement is already high,” said Mark Wingfield-Digby, Off-Trade Sales Director at Budweiser Brewing Group. “At Budweiser, we’re big believers in the power of football to bring people together which is why we’re excited to launch our new limited-edition packs which will help shoppers get behind the Lionesses throughout the tournament.”
Furthermore, Budweiser has taken their campaign through the line for maximum impact, with above-the-line media mirroring the brand’s trade campaign. Budweiser’s hero film brings to life the England team’s journey to greatness as they take on the FIFA World Cup.
