As the craft beer boom soared, I helped Budweiser double down on The Great American Lager with the “Made The Right Way” campaign. Creative showcased it’s premium ingredients, paired with another icon the (carefully crafted) Great American Burger.
Positioning this iconic food pairing across multiple channels I helped deploy a strong retail strategy that reinforced quality and incorporated local insights. Impactful on and off premise displays drove sales and featured local burger recipes/ingredients. In-store promo drove to national events where we crowned the most worthy burger. This successful campaign was a 2016 Effie Finalist and helped reverse decline for the brand.