Michelob: Contract for Change
Anheuser-Busch sought to increase organic ingredient sourcing for Michelob Ultra Pure Gold and promote sustainable farming practices. They aimed to incentivize farmers to transition to organic by addressing the significant financial and market barriers they faced.
Creative Idea
Michelob Ultra guaranteed farmers a buyer and stable income during their organic transition.
Michelob Ultra launched 'Contract for Change' to empower farmers to transition to organic by guaranteeing a buyer for their crops for three years, including during the non-organic transition phase at a 25% higher price, thereby removing financial risk and fostering sustainable agriculture.
Turning the Supply Chain Into a Super Bowl Story
The Three Year Valley of Death
The production focused on the grueling three - year period required for organic certification. During this time, farmers must use organic methods but cannot sell crops at organic prices, a financial gap that often leads to bankruptcy. To solve this, Michelob signed Contracts for Change, guaranteeing to buy "transitional" barley at a 25% premium. While the high - profile Zoe Kravitz commercials were filmed in Puerto Rico to capture a lush aesthetic, the documentary - style films featuring real farmers like Dan Lakey and Buzz Mattelin were shot on location in Idaho Falls, Idaho.
Six Square Feet of Change
The campaign’s hook was a specific mathematical promise: for every 6 - pack of Pure Gold purchased, Michelob transitioned six square feet of farmland. This was funded by a 2 - cent contribution per pack. A surprising detail of the contract allowed farmers to grow any organic crop in their rotation - such as wheat or corn - and Michelob actively helped them find buyers for those non - barley crops, supporting the entire organic food ecosystem.
Massive Sales and Chief Explorers
The initiative drove a 200% increase in Michelob ULTRA Pure Gold sales, making it the #6 share gainer in the entire U.S. beer industry. The Super Bowl "6 For 6 - Pack" ad generated 3.8 billion impressions and became the second most - searched ad on Google during the game. Beyond the farm, the campaign sparked massive digital engagement, including over 100,000 applications for a "Chief Exploration Officer" role associated with the brand’s mission. Under the leadership of FCB’s Susan Credle and Andrés Ordóñez, the project successfully transitioned 104,000 acres of U.S. farmland.
Creative Strategy Deconstructed
Company
Anheuser-Busch leveraged its market power and demand for ingredients to offer guaranteed purchase contracts to farmers.
Category
The farming industry typically prioritized quantity, speed, and cost, making organic transition financially risky and uncertain for farmers.
Customer
Farmers desired to grow natural, quality food but were trapped by economic pressures and the significant investment required for organic conversion.
Culture
A growing cultural emphasis on organic food, sustainable practices, and supporting local farmers created a receptive environment for this initiative.
Company
Anheuser-Busch leveraged its market power and demand for ingredients to offer guaranteed purchase contracts to farmers.
Category
The farming industry typically prioritized quantity, speed, and cost, making organic transition financially risky and uncertain for farmers.
Strategy:
De-risk sustainable agricultural transitions to align brand values with farmer empowerment.
Customer
Farmers desired to grow natural, quality food but were trapped by economic pressures and the significant investment required for organic conversion.
Culture
A growing cultural emphasis on organic food, sustainable practices, and supporting local farmers created a receptive environment for this initiative.
Strategy:
De-risk sustainable agricultural transitions to align brand values with farmer empowerment.
Results
The campaign achieved significant results: - 104,000 acres of farmland were put into transition for organic farming since launch (starting from an initial 20,000 acres). - Increased supply of organic ingredients is projected to allow Michelob Ultra Pure Gold to grow by 25% by 2023. - Farmers who signed the Contract for Change were guaranteed a buyer for their organic product in three years. - Anheuser-Busch committed to buying transitional crops for its non-organic beers at a 25% higher price, ensuring farmers maintain the same income during the transition. - The Contract for Change was offered to every farmer in the U.S. - The campaign reached farmers in all states through various media, including radio and print. - It garnered national media attention from outlets like Fox and Business Insider. - Organic farming practices supported by the contract led to a 34% increase in biodiversity compared to conventional farming practices.
104,000 acres
farmland in organic transition
+25%
Pure Gold growth by 2023
+25%
higher price for transitional crops
Strategy Technique
Make the Brand the Hero of a Bigger Fight
Michelob Ultra positioned itself as a leader in the fight for sustainable agriculture, tackling the systemic barriers farmers face in going organic. It elevated the brand beyond just beer.
Explore Technique
Creative Technique
ESG
The campaign embodies ESG principles by directly addressing environmental sustainability through organic farming and social responsibility by supporting farmers' livelihoods. It showcases a tangible commitment to positive impact.
Explore Technique
Craft Breakdown
This campaign's craft shines through its ingenious core idea, powerfully communicated through empathetic visual storytelling and clear, dynamic explanations of a complex solution.
The campaign's verbal execution compellingly frames the farmers' struggle and the brand's transformative solution, leveraging empathetic language to create deep emotional and practical resonance.
The visual execution, likely evident in campaign films and imagery, powerfully contrasts the realities of industrial farming with the hope and beauty of organic transition, deeply embedding the campaign's emotional narrative.
The campaign's impact is magnified by the synergistic interplay between the innovative core idea and the highly effective communication of its intricate details and emotional resonance across various media.
