Michelob ULTRA x So Yummy

Custom Content O&O Sites Performance Marketing Shoppable Content
55M+ Impressions
27M+ Video Views​
14K+ Clicks
305K+ Engagement
36K+ Saves
18K+ Shares

Driving Awareness for Michelob ULTRA with Athlete-Inspired Recipes and Beer Pairings

The Goal

Michelob ULTRA aimed to raise awareness of its athlete partnerships and drive brand consideration during key mealtime moments.

The Partnership

Through a sports-themed video series, So Yummy showcased signature dishes inspired by Serena Williams, Jimmy Butler, Molly Seidel, and Brooks Koepka. Each video paired light, healthy recipes with Michelob ULTRA’s beer and seltzers, reaching over 63 million followers on So Yummy’s platforms.
Content Theme

Nosh the 19th Hole

Grab an ice cold ULTRA and nosh the 19th Hole with these yummy recipes inspired by Brooks Koepka!
Grilled Steak & Caesar | Salmon Skewers | Buffalo Turkey Burgers | Bahn Mi Hot Dogs | Grilled Shrimp Po Boy | Donut Holes | Chicken Satay Skewers | Grilled Wedge Salad

Slam Dunk Recipes

7 slam dunk recipes inspired by Athlete Partner, Jimmy Butler!
Slow cooker Beer-Braised Pork Carnitas | Mango-Jalapeno Salsa | Chicken & Beer-Steamed Rice | Pizza Kebabs | Potato Blossoms | Guac Cups | Grilled Pineapple Hoops


Grand Slam Recipes

7 Grand Slam recipes inspired by Serena Williams!
“Serena” mon Rolls | Roasted Veggie Tacos | Crudite Cups | Spagetti Squash Scampi | Match Point Ceviche | Tennis Tart | Fruit Board

Set the Pace Recipes

Make it like Molly and set the pace for #ULTRASummer with these 7 delicious meals!
Peanut Noodle Salad Jar | Air Fried Chicken Wings & Potato Salad | 1St Place Corn Ribs & Crema Dip | Made to Pace Beer Nuts | Citrus Scallop Kabobs | Grilled Cabbage Wedge | No-Mess Beer Brats

Raise awareness of athlete partnerships and drive brand consideration during key mealtime moments.

Organic


4 part recipe series featuring 28 recipes total inspired by ULTRA’s Athlete Partners.

Custom Photography


54 high quality retouched stills–2 stills per recipe with full usage rights.
Organic

Organic Performance
27M+
Views
54.7M+
Impressions
305K+
Engagements
36.5K+
Saves
17.7K+
Shares
1.1%
Engagement Rate

Branded Videos Q1 – Q3 2022​ With 2.6K+ branded beverage videos published on Facebook from Q1 – Q3 in 2022, the SoYummy x ULTRA videos were the top 4 most viewed pieces of content.​

Custom Photography

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