Budweiser Canada brews up a 'twist' on traditional insurance

The brewer's new contest exemplifies how brands can help consumers protect assets without an insurance policy.

“Budweiser getting into the insurance space is just what Canadians need to make this summer worry-free, and it’s fun to be a part of the campaign to introduce it to everyone,” said former NHL player  Paul Bissonnette in a release. “Canadians already have insurance for their homes and cars, so why not their grill?” (Photo: CNW Group/Budweiser Canada)

For Americans and Canadians alike, there may be no better way to spend summer weekends than with a barbeque with friends and family. Especially with the Fourth of July and Canada Day celebrated this week, many across North America will be firing up their grills this weekend.

To help Canadians enjoy barbeque season worry-free all summer long, Budweiser Canada recently announced a twist on traditional insurance: BBQ Insurance.

“Barbeque season is here, and Budweiser knows how much Canadians have been looking forward to firing up their grills,” Mike D’Agostini, senior marketing director at Budweiser Canada, said in a press release. “There’s been a lot of unpredictability this year, and we wanted to protect Canadians love of grilling.”

How does BBQ Insurance work?

Canadians who experience a ‘loss’ during their barbeque — equipment breakdown, event cancellation, you name it — can complete a claim submission online to qualify for a chance to win a Budweiser BBQ Insurance package valued up to $2,500. The brewer said there will be a weekly draw for secondary claim packages and three separate draws for the top claim package throughout the summer.

Although Budweiser’s “insurance product” is more of a contest than a policy, it is not the only major brand leveraging consumers’ interest to protect valuable assets.

Ice cream maker Breyers and its parent company Unilever North America recently launched Cookie Coverage in conjunction with a formula change to the popular Cookies & Cream flavor.

“Our consumers love to barbeque, and because of that, it is a platform that we have always activated around,” D’Agostini added. “We wanted to take our dedication to barbeque season one step further this year by creating something totally ownable for Budweiser, and the out-of-the-box nature of BBQ Insurance does just that.”

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