AB InBev, Tiger Pistol Partner to Help Customers Recover Worldwide

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AB InBev, Tiger Pistol Partner to Help Customers Recover Worldwide

By Path to Purchase IQ Staff - 06/01/2020
AB InBev and Tiger Pistol
AB InBev and Tiger Pistol are making global-to-local social advertising technology available for 5 million bars, restaurants and retailers worldwide.

Social advertising platform Tiger Pistol has partnered with Anheuser-Busch InBev (AB InBev) to support the adult beverage manufacturer's worldwide network of local retailers, bars and restaurants, which has been negatively affected by the COVID-19 pandemic.

Tiger Pistol aims to reach deeply into local communities all throughout the world, empowering individual restaurants and bars with locally relevant ads that use powerful messaging alongside globally-recognized brand creative. 

The ads are flexibly deployed from the local business’ Facebook pages, with objectives in line with state, regional or city-level government restrictions. This social strategy gives these small retailers, most of whom are suffering during this time, an advertising option to help them continue to drive business and recall the essential role restaurants and bars play in fostering memories and connections in the lives of consumers.

With each region affected differently, AB InBev and Tiger Pistol work closely with the brand’s global markets to create social media marketing plans to support small businesses during this crisis and to help them recover. AB InBev uses the Tiger Pistol Platform to support the following initiatives, among others, worldwide:

  • Canada, with campaigns that support local on- and off-premise establishments in promoting take-out and online ordering and delivery options.
  • Belgium and the U.K., with campaigns to promote their “Cafe Courage” and “Save Pub Life” initiatives that allow patrons to purchase gift cards or make donations to support their favorite spots, and with planned campaigns to help businesses promote their new operating hours and safety protocols to consumers as they begin to re-open.
  • Brazil, with tens of thousands of locations with local Facebook and Instagram campaigns that promote new e-commerce options, including through Ze Delivery, a delivery app that ABI Brazil created to promote online ordering and delivery services available from their favorite local spots, and with planned campaigns to help businesses connect with consumers in the post-crisis environment.

These efforts are part of a long-term partnership to provide AB InBev’s worldwide network of restaurants, bars and retailers with a platform for publishing high performance, local Facebook and Instagram ads.

AB InBev first engaged Tiger Pistol for a Facebook advertising pilot in 2019. Tiger Pistol developed a simple, effective way for local establishments to automatically publish on-brand, best-practice Facebook ads straight from the local establishment’s Facebook Business Page. The campaigns produced a 60% lower cost of advertising among other remarkable results. AB InBev continued to expand the program throughout the year, culminating in a global multi-year partnership.

“We are partnering with Tiger Pistol to develop new tools that evolve how we market our brands and build relationships with our network of establishments – both in a time of crisis and in ordinary times,” said Gabriel Mello, AB InBev global vice president of category management and trade solutions. “Their technology and knowledge of social advertising have made Tiger Pistol the right partner to collaboratively develop a scaled social advertising solution.”

Tiger Pistol CEO Paul Elliott said:

“We all have our go-to local establishments, whether it’s the neighborhood pub for happy hour, our favorite dinner spot, or our chosen venue for celebrating milestones. Very few companies have a global footprint like AB InBev, and they support their worldwide community and make sure their establishments have everything they need to weather the storm today and succeed in a new normal future.”