If there’s one thing we can all agree on during an election year as divided as 2016, it’s how awesome pizza is.
For the entire month of October, pie-lovers celebrated National Pizza Month by showing their passion for pizza via social media using the hashtag #InPizzaWeCrush.
While everyone was busy stuffing their face with pizza, no one caught on to what Pabst Blue Ribbon Beer had been cooking up all month, as part of their #InPizzaWeCrush Challenge, according to UPROXX.
As far as cheesy—pardon the bad pun—marketing campaigns go, PBR’s #InpizzaWeCrush stunt should be recognized as one of the most generously epic and ingenious ideas ever.
PBR gave people something that even the biggest pizza companies in America don’t give to people. Free. Pizza.
In near secrecy, PBR utilized a free pizza request line via Reddit using subreddit Random_Acts_Of_Pizza and also an InPizzaWeCrush subreddit, to start fulfilling pizza requests to those that followed a simple set of rules.
For 31 glorious days and nights, random requests for pizza were answered to by adding a “Got Pizza’d” sticker on individual subreddit threads.