Anheuser-Busch looked to DDB Chicago for a Michelob Light campaign that is running on the Food Network.
"There are nu-merous opportunities with media buys these days, and we saw the Food Network as a way to reach a different audience," said Bob Lachky, A-B's vice president, brand management, and director of global brand creative.
Leapnet in Chicago remains the lead agency on Michelob brands, Lachky said. DDB was given the Food Network assignment because it had greater resources and could handle the quick turnaround A-B needed, he said.
The two 30-second spots, which bowed earlier this month, carry the tagline, "Beer with the taste for food."
Media expenditures on Michelob Light are already up this year with $14 million spent on promoting the brand through March, according to CMR. Last year the client spent$37 million on Michelob Light.
The Food Network deal is one of several programs to push Michelob's status as a super-premium beer. In May, it announced that Michelob Light was named the official beer sponsor of Live Broadway. In February, it introduced embossed golf ball cans with the proceeds from sales going to PGA charities.