Budweiser "Bud & Burgers" Summer Activation
Role: Senior Art Director
Scope: Creative direction, activation touchpoints
Channel Mix: In-restaurant, social, in-bar, digital
Status: Launched · Seasonal campaign
The Challenge
Budweiser needed a summer program that felt accessible, flavorful, and down-to-earth—one that could win in a foodie-driven culture without competing on craft credentials.
The goal was to reinforce Bud as the beer that belongs with food, not trends.
The Insight
In a world of over-engineered pairings, burgers are universal.
Bud didn’t need to act like a craft brand—it needed to own the everyday ritual of burgers, beer, and good times, wherever people already gather.
The Idea
Create an all-American summer ritual built around flavor, travel, and simplicity.
The “Great American Burger Trail” turned Bud & Burgers into a discoverable experience—celebrating regional burger culture while positioning Bud as the constant companion.
The Solution
Led design across key activation touch-points to deliver a cohesive, no-frills system:
Created in-restaurant POS including posters, menus, and table tents
Designed social sweepstakes graphics and sticker giveaways to drive trail engagement
Helped bring the TouchTunes experience to life with playlist branding and in-bar messaging
Developed a unified look-and-feel rooted in flavor, travel, and approachability
The Outcome
Delivered a fully integrated summer activation spanning 4 touchpoints — in-restaurant POS, social sweepstakes, in-bar TouchTunes branding, and digital — unified under a single "Great American Burger Trail" creative system. The campaign gave field and retail teams a cohesive, no-frills toolkit that worked consistently across formats without losing the everyday, food-forward character the brief demanded.
