Brand Campaign · TAP Inc.

Budweiser

A celebrity-launched burger championship, and an 18% increase in summer sales

Bud & Burgers Championship campaign artwork

The Relationship

TAP Inc., the production and marketing company Tommy Alastra founded, created the Bud & Burgers Championship for Budweiser's summer launch. It invited Southern California to take part with one line: show us your burger.

The Challenge

Create an interactive, charitable experience to launch Budweiser's summer initiative: something people would take part in, not just see.

What We Did

  • Created the Bud & Burgers Championship, a competition for chefs and entrepreneurs to win the best burger
  • Opened it to Southern California with one invitation: Hey SoCal, show us your burger
  • Brought in Momofuku chef David Chang, who gave $100,000 to 10 amateur chefs
  • Launched the event in Downtown Los Angeles with Emily Ratajkowski and Kevin Dillon
  • Invited guests to a Budweiser + Burgers preview screening of Entourage
The Campaign

From the open call to launch night: the Bud & Burgers Championship across Southern California.

Hey SoCal, show us your burger: the Bud & Burgers Championship open call
Guests and celebrities at the Bud & Burgers launch event
The $100,000 Bud & Burgers Championship prize
Invitation to the Budweiser + Burgers preview screening of Entourage
The Results
1,200+ entries
An 18% increase in summer sales
Over 2.5 million subscribers
$100,000 given to 10 amateur chefs

Figures as published by TAP Inc.

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