Dive Brief:

• Anheuser-Busch today (June 28) launched a campaign, "That's Who We Are," that focuses on all parts of its business, including its people, branding, partnerships and more, per details shared with Marketing Dive.
• The campaign features "We Make the Beer," an ad released in 30- and 60-second cuts that will be launched in local markets, that includes some of the real people involved at all steps of the beer-making process, from farming raw ingredients to brewing and bottling, trucking and delivery and service to customers.
• "That's Who We Are" comes as the brewer attempts to move forward from a months-long backlash over a Bud Light collaboration with a transgender influencer and follows other efforts from the company including the launch of Bud Light's summer campaign.

Dive Insight:

Anheuser-Busch continues to work to win back the support of its consumers and business partners after Bud Light's collaboration with Dylan Mulvaney became the target of right-wing media and inspired boycotts by conservatives, while also causing a backlash by those that felt the company botched its response to the controversy.

The "That's Who We Are" campaign gets back to basics with two spots that live up to the "We Make The Beer" titles, showing the various people who help turn wheat and hops into the Anheuser-Busch beers served at local bars. More than 140 employees, growers, wholesalers and partners contributed to the spots, which showcase local communities in St. Louis, Missouri, Houston, Texas, Parma, Idaho, Jonesboro, Arkansas and beyond.

"Our commitment to our amazing network has never wavered – it has only grown stronger. We are looking forward, and it’s time to recognize and salute the people behind the scenes that drive our industry forward. Because to put it simply, that’s who we are," said CEO Brendan Whitworth in a statement.

The campaign is part of an initiative the company announced earlier this month that focused on investing to protect the jobs of frontline employees, providing financial assistance to independent wholesalers and listening to consumers. Repairing relationships with wholesalers who have felt the brunt of the backlash appears to be a priority for Anheuser-Busch, which included a comment from an executive at its hometown wholesaler, Grey Eagle Distributors, in press materials.

"We are proud to do our part to strengthen our community by providing jobs, donating to hundreds of local charities, and distributing high-quality products for consumers to enjoy," said David Stokes, president and CEO of Grey Eagle, in a statement. "The heart of this organization is the people who brew and sell our beer. It’s an entire network, united by one mission – to make, deliver, and sell the beer you love, together."

While the Anheuser-Busch campaign will be limited to local markets around the country, the marketer last week unveiled Bud Light's largest media spend to date with an "Easy to Summer" campaign that revolves around not letting mistakes get in the way of drinking the beer this season. The brand this week also teased the return of The Bud Knight, a brand mascot that will return to social media as part of the brand's “Easy to Drink, Easy to Enjoy” platform, VP of marketing for Bud Light Todd Allen confirmed to Ad Age.