We created the Bud Light Seltzer Ultimate Camp Host concept to reach consumers where they were during the Summer of 2020: outside! With Millennials making up 41% of all campers and a 1600% uptick in RV rentals during COVID-19, this program made sense to reach target consumers in a relevant way. Our mission was to make Bud Light Seltzer synonymous with celebrations and Summer while leaving nature better than we found it. We established a partnership with Recreate Responsibly as the first beverage partner to ever join forces with the organization. Recreate Responsibly is a Coalition made up of more than 750 non-profits, outdoor businesses, and land managers developing and sharing best practices to protect each other and our outdoor landscapes. With two vans on the road between Washington & Oregon, we traveled 6,000 miles and cleaned up 250 miles of beaches and trails while safely interacting with campers. Our team on the road picked up over 10,000 pieces of trash while educating campers about how to recreate responsibly. We created an overwhelmingly positive association with Bud Light Seltzer through these beach and trail cleanups that made a true impact on consumers. While producing a program like this during the COVID-19 pandemic presented a challenge, our team followed all regulations and safety protocol with masks, social distancing, and interaction with people.