LIPTON | Luke bryan

NHG is retained by Lipton to guide their New Heartland strategy.  As part of this ongoing and long-standing relationship, we were asked to help bring the “Take A Sip On The Sunny Side” campaign to life through a celebrity partnership.  We secured country megastar and American Idol judge, Luke Bryan, for a fully integrated campaign. This included securing Lipton as a sponsor of Luke’s 2020 Summer Tour, a personal services partnership with Luke, and a private CMA Fest event.


The national campaign includes activation across all channels, including American Idol, radio, digital and social media, retail promotions, customer giveaways, VIP hospitality and venue sampling at tour stops, and a national sweepstakes. Working directly with Luke’s management team, we manage all aspects of talent involvement, production day/asset capture, and creative approvals, working with multiple agencies.

Disclaimer: Due to COVID-19, this program has been moved to 2021.