PROJECT TITLE:
Crafting Culinary Excellence with MillerCoors and Chef Jason Ellis
OVERVIEW:
MillerCoors (MC) was established in 2008 as a strategic joint venture between SABMiller and Molson Coors, aimed at consolidating their brewing, marketing, and sales operations within the United States. In a notable marketing initiative, MC partnered with Chef Jason Ellis, a contestant from Season 7 of Hell's Kitchen, to promote its flagship brands—Miller Lite, Coors Lite, and Blue Moon—through a culinary campaign in collaboration with Sam's Club nationwide. One Vision Productions was engaged to document these events, capturing high-quality photos and videos to create engaging marketing content that showcased the brands in the context of exceptional cuisine.
GOALS:
The objective for the video slideshow featuring MillerCoors, Chef Jason Ellis, and Sam's Club was to produce a visually compelling representation of their partnership while promoting flagship brands such as Miller Lite and Coors Lite to enhance brand recognition and foster engagement. The goal of the Social Cravings promotional video was to effectively depict MillerCoors' participation by showcasing attendees savoring Blue Moon alongside culinary offerings, reinforcing brand affinity and encouraging customer interaction.
PROCESS:
The promotional photo motion video starts with collaborative concept development, establishing Sam Club locations and setup. Next, pre-production planning outlines shot lists. On-site photography captured Chef Ellis creating signature dishes paired with MillerCoors product. In post-production, the footage is edited and enhanced with visual effects, branding, and music, resulting in a polished final products. In the subsequent video showcased at Indigo Bar, initial coordination involves working with Ellis to choose specific recipes. Live cooking demonstrations and tasting events are filmed, highlighting his culinary techniques. The video features testimonials from attendees about their experiences, and editing ties the footage into a cohesive narrative, effectively showcasing both the food and MillerCoors offerings.
OUTCOMES:
The promotional marketing videos captivated viewers by showcasing the culinary partnership, enhancing engagement and social media sharing while positioning MillerCoors as an innovative choice for quality food and beverages. They also effectively communicate the value of MillerCoors products in culinary experiences, driving brand interest and encouraging product trials. It also raises Chef Jason Ellis's profile as a brand ambassador, further aligning MillerCoors with gourmet dining and reinforcing its premium quality perception.