Hasta La Creative!

Anheuser-Busch InBev has added Fallon to its creative agency roster to handle Bud Light Lime-A-Rita as the margarita-flavored malt beverage brand prepares to add the NFL to its marketing mix.

The Publicis Groupe shop will handle the account via its New York office, which opened earlier this year. Fallon won the account after a review that began earlier this summer when Lime-A-Rita cut ties with FCB Chicago. Chelsea Phillips, the brewer’s U.S. VP for value and so-called near beer brands, cites Fallon’s experience with food and beverage brands, including its highly regarded work for Arby’s, which the agency runs from Minneapolis. “We talked to a couple different agencies through an RFP process and there was just this electric spark when Fallon came in the room,” says Phillips.

The review came just months after Lime-A-Rita under FCB began marketing almost exclusively to females using a female-led marketing and agency team. The resulting campaign, called “Make it a Margarita Moment,” featured scenes of women socializing over some Ritas.

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