The award-winning Beer Can Chicken Beer—a custom brew made specifically for beer can chicken.

My role in this campaign was threefold:

• Creative Strategy: Identifying the insight that chicken is often overshadowed by red meat on the grill because they’re cooked side-by-side, leading to overcooked, bland birds.
  
  
• Product Development: Collaborating with NYC-based brewery Torch & Crown to create a beer infused with herbs and spices commonly found in chicken rubs—flavorful enough for grill enthusiasts, yet sophisticated enough not to alienate beer snobs.
  
  
• Channel Strategy: Designing a multi-platform approach that combined earned media, influencers, and digital channels to engage the audience at every stage of the funnel.

The deck above is adapted from the case study I wrote, which won Gold at the WARC Awards for Effectiveness. It outlines the campaign from insights to execution to results.