Stella Artois’ looking for the one!
The brief was that Stella Artois needs to build associations with food occasions to drive consumption globally (as the majority of global beer drinkers are more health-conscious and drinking less). Our insight was that good food is all about the right combinations of flavors. Americans really love their food pairing, no matter how weird it may seem to the world. Our BIG IDEA was to create a participatory initiative to find Stella's match!
Stella’s Love Truck!
2 weeks into the campaign “Stella’s Love Truck” starts showing up every Thursday and Friday at various locations all around NYC for a month. Customers could buy a Stella and get a meal of their choice for half the price. Targeting New York’s famous lunch spots like Bryant Park, Times Square and Central Park we generate interest that will further spark conversation all around social media. Consumers would be encouraged to share selfies with Stella’s Love truck and stand a chance to win free coupons for a second meal.
