The beer brand is a sponsor of football's English Premier League and has played on its lack of heritage in the sport with its strapline 'You do the football, we'll do the beer'.
It was the official beer of the 2006 FIFA World Cup in Germany and ran a series of idents featuring hapless US TV sportscasters, Brad and Hal.
Budweiser has also adapted many of its US ads including the iconic 'Wassap!', 'Budweiser Frogs', and 'Budweiser Lizards' at the turn of the millennium.
In a shift of strategy, the brewer now plans to create UK-originated ads that focus on the product. Earlier this month, it hired Fallon to its UK ad business following a competitive review. The account shifted from incumbent agencies RKCR/Y&R and DDB London. Budweiser also works with Inferno on its UK marketing.
The beer brand is currently concentrating spend on its online Bud Bucks work, which allows customers to earn 'bucks' that can then be used to bid for prizes.
Calls to Budweiser were not returned and Fallon declined to comment.
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