Budweiser is exploring US food culture with its new ‘Dishing Up America’ in the Northwest campaign, and the characters profiled are a unique cross-section of what makes the region a driving force in the US food scene.
Working again with director Tony Fulgham in partnership with Seattle agency PB&, the series takes a road trip through Montana, Idaho, Washington and Oregon to find the food culture that makes each area tick. From Portland, Oregon being at the forefront of the food truck revolution to Seattle ranking #5 on Zagat’s 'Most Exciting Food Cities' – it shows how the top left corner of America is a burgeoning foodie destination.
The local four-part docu-series profiles the values and American stories that fuel the great food of the Northwest, with personal stories that inspire each while pairing dishes with Budweiser. In Washington, Fulgham meets 2018 James Beard ‘America’s Classic’ winner Los Hernandez Tamales, whose story goes back 40 years and remains a tight-knit family business.
In Montana is Paws Up, a four star dude ranch known for its chuck wagon and mammoth tomahawk steaks all cooked on an outdoor grill. In Idaho, risk-taking smokejumper firefighters – those who parachute on to the front lines of the most dangerous wildfires – hunt and cook elk when they’re off the clock. Most of them pack their own hunted meals and share them with the group when they eat together.
In Oregon, SpokenMoto, a hub for the Oregon motorcycle community, shows off the beer and gear head-focused cuisine it serves out of a Food Truck Pod that reflects a food culture that’s now a claim-to-fame for Oregonians.
In each film, Fulgham shares meals and Bud in an engaging one-on-one casual interview style, weaving the beer into the stories in seamless fashion.