Anheuser-Busch was in a skunky predicament. Almost everyone knows the basics of pairing wine with food. However, consumers need help pairing food with beer. Food & Savor is an experience platform designed to show beer drinkers of any level that pairing done right creates a heightened culinary experience.

By starting with on-trade experiences, ABI’s brand portfolio sales and key account ticket sizes dramatically increased, creating happy customers. The program continued to expand beyond off-trade channels, making beer and food pairing a common practice. Introducing consumers to an easily adaptable, replicable language called “The Simple Complexities of Beer” helped ground the program in clear rules and rituals, making beer a welcome addition to any culinary occasion.

ROLE
Associate Creative Director
at Jack Morton Worldwide

WORKSTREAMS

• content

• digital

• edutainment

• integrated marketing