Consumers are increasingly sensitive to the sustainability approach of their favourite brands. In recognition, Budweiser Brewing Group (BBG) created a set of ambitious sustainability goals which it is working towards achieving by 2025. One concern leading the headlines is the amount of single-use plastic in food and drink packaging. We helped BBG announce that it would be removing plastic rings from all of its packaging by the end of 2020. We launched a fully integrated campaign approach across the full PESO (paid, earned, shared, and owned) model, leading with earned (through a series of key press and broadcast media opportunities) and supported with social – both organic and paid – extending our reach by tapping into online conversations around the UN environment summit in New York which was taking place at the same time.