• by Teresa Buyikian , Yesterday

Grilling season is here, and Budweiser and Bud Light are out to give backyard BBQers the props they deserve with their latest campaign.

“Grill Like a Pro" incorporates both brands, along with NFL legend Emmitt Smith (aka “The Boss of Brisket”) and baseball great Ken Griffey Jr. ESPN is also a partner.

The hero spot, seen here, is a mock sports newscast, “Grilling Live,” featuring Smith along with ESPN sportscasters Mike Greenberg and Eduardo Perez. The three trade commentary at a backyard BBQ, interviewing grillers along with giving a play-by-play of the competition.

The ad may be a faux competition, but the brand is offering a chance to grill alongside a NFL hero in real life. Consumers 21+ can enter for a chance at a VIP grilling experience. The winner will be flown to the headquarters of wood cooking systems Traeger Grills in Salt Lake City for a day of BBQ and beers with Ken Griffey Jr.

The brands will also give away $1 million in “beer money” and grilling gear throughout the summer. Consumers can enter to win either in store by scanning a QR code or by visiting either brands’ “Grill Like a Pro” social posts for more information.

While humorous, the campaign actually benefits a serious nonprofit, spotlighting limited-edition Summer red, white and blue cans as part of Budweiser parent Anheuser-Busch's partnership with Folds of Honor.

The nonprofit, which provides educational scholarships to the spouses and children of U.S. military service members and first responders, will receive a portion of the sales of the special cans.  Anheuser-Busch has donated over $33 million to Folds of Honor over the last 15 years, which has funded 6,600+ scholarships.

The campaign will also feature short video content featuring Smith and Griffey posted to both Budweiser’s and Bud Light’s social platforms.