With a complete brand overhaul, the 2013-2014 year was an exciting year for Miller Lite. Alongside a visual/verbal repositioning Miller also 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. Anchored with a 360º tactical plan rounding out with PR and Social, Grill with Guy was a two season (summer and football) success leading to the following metrics:
21 million paid media impressions
11 million video views
743K unique site visitors to Grillwithguy.com
4 million web impressions
