Alongside a visual/verbal repositioning, Miller Lite set out to establish a better hold on it’s taste platform by establishing culinary credibility. Through paid, owned and earned media we created a food and beer pairing program featuring culinary chef, Guy Fieri. Leading with a content-heavy strategy, in four months time, we created 40 recipes, 5 recipe demos, 10 tip and trick videos and a suite of program assets to support digital and retail platforms.

Role: Associate Creative Director/Art Director