Natural Light Partners with Richard Karn to “Go Craft”—And Taps Cornett to Lead the Charge

Natural Light is making a bold new move in 2025—and no, it’s not launching a craft beer. Instead, the American-style light lager is embracing a different kind of craft by teaming up with 90s sitcom-star and home-renovation expert Richard Karn.

As Natty’s official Craft Ambassador, Karn is helping DIY enthusiasts upgrade their spaces, starting with the Garage Improvement Sweepstakes. Launched on April 3 in celebration of National DIY Day, the sweepstakes gives fans a chance to win $10,000 to transform their garage into a dream workshop. The campaign kicked off on social media with Karn offering helpful tips for novice craftsmen, reinforcing that a cold Natty Light is the ultimate reward for a job well done.

“There’s only one thing better than cracking open the toolbox and taking on a new DIY project, and that’s cracking open a cold beer after it’s finished,” says Richard Karn. “The garage is my sanctuary and one of my favorite places to get creative and tackle new projects, and alongside Natural Light, I’m honored to help a fellow DIY pro level up their workspace.”

Jason Majewski, group creative director at Cornett, adds, “A cold Natty Light has always been the perfect beer to reward a job well done. So, as we bring the brand further into the world of all things DIY, who better to lead the charge than everybody’s favorite TV sidekick?”

The campaign also marks an expansion of Cornett’s partnership with Anheuser-Busch. The independent, female-owned agency has been named the social agency of record for Natural Light, building on its success with Busch Light. Cornett’s standout work for Busch Light has made it one of the most talked-about beer brands on social media, helping it close 2024 as the second fastest-growing beer brand in the country.

Now, Cornett is bringing that same energy to Natural Light, leading monthly social strategy, content creation, and larger cultural plays to keep Natty top of mind—and in hand. And if their track record is any indication, this is just the beginning.

Source: Cornett

  Agency, Anheuser-Busch, Campaign, Cornett, Marketing, Natural Light, partnership, Richard Karn