Challenge: Expand trials of Pyramid Beer in the Midwest.
Objective: Drive trial purchases of Pyramid Beer portfolio at Kroger KMAs
Solution: Beer/food pairings with nationally-recognized celebrity chef Michael Symon who hails from Ohio. Weekly recipes were created to feed the promotion and keep shoppers coming back for more. Not only did it sell beer, it also provided store revenue from recipe ingredients sold, and educated shoppers about food and beer pairings.
Results: Annuity event at Kroger.
My role: Concept, copy and design