Agency: Fallon
Date: Sep 2018
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Ritas, the Anheuser Busch line of flavored, sparkling margaritas, is targeting football fans this season. Recognizing that nearly half of the NFL audience is female and as this segment continues to grow, the brand decided to show up were their fans are.

Ritas has launched a series of campaigns across TV, digital and social channels to elevate the tailgating and viewing party occasions with more flavor as well as play in the popular football pool culture for a chance for super fans to win season and playoff tickets.

For ‘Hail Berry’ Ritas teamed up with former NFL quarterback, Matt Leinart to announce the brand’s new limited edition fall flavor, Berry-A-Rita. The spot opens in a backyard with Matt and The Ritas, introduced earlier in the year as legendary ladies who have lived life and know how to have a good time, drinking Ritas. Known for his career touchdown passes and pass completions, the Ritas show Matt how to ‘Hail Berry’, a fun play on the Hail Mary pass.

Ritas also tapped Funny or Die to produce a short webisode series showcasing the Ritas selecting their teams for a football pool. With each pick, the Ritas will choose a team in an obscure and Rita-esque way. The webisodes will be amplified across the brand’s Facebook, Instagram and Twitter channels, driving consumers to make their own picks for the week.

Each week, ending on 10/11, @TheRITAS will tweet a matchup for the week and will allow fans to submit their pick. If they answer correctly, they’ll be entered into a drawing for two regular season tickets. After the six weeks, everyone who answered correctly in the previous weeks will be placed in a pool to win a grand prize of two playoff tickets.


Agency: Fallon

Client: Anheuser-Busch

Executive Creative Director: Nikki Baker

Executive Creative Director: Leslie Shaffer

Copywriter: Zack Carlstrom

Copywriter: Brendan Howard

Art Director: Lauren Wilson

Group Account Director: Anne Flavin

Account Supervisor: Marion Roussel

Account Executive: Mark Thompson

Director of Business Affairs: Brendan Lawrence

Business Affairs Manager: Mona Morris

Digital & Social Strategist: Mara Keller

Digital & Social Strategist: Sam Christian

Producer: Jason Jasso

“Hail Berry”

Director: Lena Beug

Prod. Company: Station

Editorial: Harbour

“RITAS Football Pool”

Director: Eliza Hooper

Prod. Company: Funny or Die