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Miller Lite Grill-Off With Guy Fieri Takes Gold

Miller Lite earns Field Marketing Award for sponsorship + sampling integration

Miller Lite and GMR took gold in the 2016 Field Marketing and Brand Experience Awards for the brand’s retail sampling program “Miller Lite Grill-Off With Guy Fieri” in the sampling category.

Campaign Background

With an existing relationship with Guy Fieri, Miller Lite came to GMR seeking to create a custom Miller Lite grocery program for Meijer stores. We set out to develop an event that would engage consumers directly with the brand by tying together culinary affinity, Miller Lite and key usage occasions (tailgating). Our goals: increase brand affinity among attendees, leverage existing Guy Fieri/Miller Lite partnership, and—most importantly—achieve volume lift at Meijer stores.

Bringing it to Life

GMR conceived and constructed the Miller Lite Grill-Off with Guy Fieri—an activation that capitalized on Guy’s popularity and celebrated the role of Miller Lite at tailgates and grill gatherings everywhere.

The event took place before the Michigan vs. Michigan State college football game in Ann Arbor, Mich. and invited consumers to enjoy interactive activities and the chance to win unique Miller Lite branded prizes and experiences.

As the DJ played music, promotional models were on hand to assist guests with traditional tailgate games (corn hole/ladder golf) and hand out free giveaway items (shirts, hats, footballs, etc.) Guests had an opportunity to sample some of Guy’s delicious recipes. Guy Fieri was on-hand to act as emcee for the Grill-Off as well as hosted non-traditional tailgating games such as What’s in that Bun, Burger Blitz and Football Toss to help keep the crowd engaged. The final winner of the Grill Games moved to be part of the Grill-Off Competition.

Miller Lite augmented these experiential marketing touchpoints with a six-week consumer promotion in Meijer stores leading up to Grill-Off With Guy Fieri, further leveraging Guy Fieri’s likeness and recipes to promote Miller Lite and the event.

Congratulations to our friends at Miller Lite for the well-earned recognition!


Miller Lite Grill-Off With Guy Fieri positively impacted Miller Lite sales in participating Meijer stores, both by category and brand share. 

GMR is proud of this program's performance, and we congratulate our clients at MillerCoors on the well-deserved Field Marketing and Brand Experience Award win.

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