Channel Program
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.
Metrics: 21 million Paid Media Impressions • 11 million Video Views • 743K Unique Site Visitors to Grillwithguy.com • 4 million Web Impressions