‘Bachelorette’ contestant Joe Amabile didn't make it past the first rose ceremony this season, but the grocery store owner from Chicago has managed to win over the hearts of fans across the country who disapprove of leading lady Becca Kufrin’s early dismissal of him.
Bud Light Lime has decided to cash in on the #JoeTheGrocer buzz with a campaign for its line of canned margaritas, which come in flavors including Lime-A-Rita, Straw-Ber-Rita and Water-Melon-Rita. Via the hashtag #BringBackJoe, the Ritas brand is encouraging fans of the show to sign a Change.org petition that asks ABC to bring Amabile back as the next Bachelor.
Ritas is spreading the word about the initiative through Twitter and Instagram ads as well as mobile digital billboards that will run in Amabile’s hometown of Chicago. The campaign was created with help from Fallon New York.
In addition to the ads, Ritas has created a line of swag dedicated to Amabile for fans who want to show their support of the 31-year-old. Considering Amabile once shared with Kufrin that he used to be a watermelon salesman, Ritas has created a tote bag that reads: “Dear Joe the Grocer, You are one in a melon.” Those who want to get their hands on some of the Joe-themed swag can direct message Ritas on Twitter.
This isn’t the first time that the Anheuser-Busch brand has linked up with the 'Bachelor' franchise. Earlier this year, it partnered with ‘Bachelor’ season 19 runner-up Becca Tilley to launch a campaign called 'Meet The Ritas.'
According to the brand, fans of the ABC series closely align with its target demographic, which skews towards a “more female-millennial consumer segment.”