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By Audrey Kemp, LA Reporter

August 21, 2023 | 2 min read

The partnership scores big for the Joe Burrow Foundation, which helps support families experiencing food insecurity and child mental illness.

A new initiative from Guinness sees Pro Bowl quarterback Joe Burrow and Hall of Famer Joe Montana, also known as the two “Joe Cools,” team up to touchdown against food insecurity in America.

The stout brand today unveiled a new social campaign with its non-alcoholic draught, Guinness 0. As the ad states, Guinness 0 jerseys, like the one the Cincinnati Bengals quarterback wears, can be purchased via Guinness0Jerseys.com, with all proceeds going to the Joe Burrow Foundation, a non-profit focused on addressing food insecurity.

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“Zero is something I strive for all the time. Zero interceptions, zero turnovers, and zero food insecurity, which is what my foundation focuses on,” Joe Burrow said in statement. “That’s why teaming up with Joe Montana and Guinness has been such a blast. I’m looking forward to doing a lot of good with zero this season.”

The first short-form content went live today on @GuinnessUS social channels, and more co-branded content is slated to roll out throughout the season. Fans also have the chance to win a signed jersey from both Montana and Burrow by following @GuinnessUS social handles.

Joe Montana added: “It’s been really fun getting to know the ‘other Joe Cool’ as they say and to promote giving back with Guinness together. I have no doubt it’s going to be a special season for him and for Guinness 0 with our new jerseys. There’s a lot to be excited about and I’m happy to be a part of it.”

The effort marks a continuation of the Guinness Gives Back campaign, which was introduced in October 2020 as a way to support American communities in need.

Seeking more creative campaigns? Check out The Drum’s Ad of the Day and Creativity sections.

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