Objective: Our objective was to use a well-known asset like Guy Fieri and create content and imagery that linked Miller Lite to seasons throughout the year.

 

It's not always easy inheriting a decision from another agency and creating content and an in-store campaign that works for both the talent and the brand. But that is just what my team did with the Guy Fieri program.

 

Guy is picky about his food. It's his brand and should be protected. But, just like Guy, Miller Lite wanted to make sure the partnership also celebrated the brand. My team worked tirelessly to coordinate recipes that not only met with Guy's approval but also incorporated the product as a key ingredient into each recipe offering. We created, shot, and crafted countless beautiful images that could then be used successfully across various key brand touch-points.