AB InBev, brewer of well-known and much loved beers such as Budweiser, Stella Artois and new kid on the block, Camden Hells, said that the product should provide “recurring value so that users come back to it at least once a month.”

"We are excited to set this brand challenge at this summer’s MAD//Fest. As the world's largest brewer, ABInBev is always searching for solutions and products that create personalised engagement with consumers of beer and other beverages," said Toni Radzihovska, Global Director or Digital Consumer Products at AB InBev, who supplied the brief and will judge the pitches.

"We can't wait to collaborate and develop new innovative ideas with the start-up community.”

Six start-ups will have the chance to pitch for a £20k AB InBev pilot at MAD//Fest London this July. The winner will have the chance to test and scale their solution and product with AB InBev. 

AB InBev is the first brand to provide a £20k pitch brief for MAD//Fest London. Last year the pitches were a tremendous success and a very popular part of the festival with M&S, Pizza Hut, Reckitt, Diageo and Boots issuing briefs covering social media, digital content and customer experience innovation. 

There will be 6 brand pitches taking place throughout MAD//Fest, meaning £120k of pilot briefs will be available to start-ups and scale-ups. 

All of the action takes place on 5-7 July in MAD//Fest London's 'House of Innovation', a curated space where brands can meet and collaborate with marketing, advertising and digital technology startups. The pitches are held in partnership with Co:Cubed. 

“Our world has transformed over the last 2 years and start-ups are at the forefront of developing solutions that brands now face. We can't wait for Mad//Fest 2022 where we'll be connecting big brands and innovative startups in the House of Innovation," said Jeremy Bassett, founder and CEO of Co:Cubed.

"Expect lots of juicy challenge briefs, compelling pitches from the people behind the most exciting new tech and a vibrant space where relationships are made and deals are done," from the most exciting  - a vibrant space purposely designed to encourage."

Dan Brain, MAD//Fest London's Co-founder added, "Since we launched MAD//Fest in 2018, we've championed collaborative innovation through our pitch programme, working with a wide range of briefs and clients. So we're thrilled to give start-ups the platform to address AB InBev's need to deliver personalisation to beer drinkers with recurring value. Look out for more briefs and details on how you can put your start-up in the mix shortly."

Entering its fourth year, MAD//Fest London is the UK's largest and fastest growing marketing and advertising festival. Over 7,500 attendees are expected to attend MAD//Fest London on 5-7 July at The Old Truman Brewery Car Park. 2022 speaker highlights include Diageo CMO Cristina Diezhandino, Global VP Marketing for Deliveroo Tina Koehler, Ford Director of Marketing Peter Zillig, Burberry Global VP Marketing, Digital + Innovation Rachel Waller, and Stitch Fix UK Managing Director Simon Leesley.

Early bird tickets are available here