Immediate says the collaboration brings together Stella Artois Unfiltered, chef-turned-farmer Julius Roberts, and Immediate’s food brands, Good Food and olive. The Savour the Unfiltered campaign features Julius creating recipe content on his farm in Dorset, showcasing pairings between Stella Artois Unfiltered and fresh, seasonal ingredients.
In a media first with a beer brand, Immediate says it is integrating Stella Artois Unfiltered pairing suggestions into some of Good Food and olive’s most popular recipes. Stella Artois Unfiltered is recommended as the perfect partner, along with an explanation of why the recipe is the ideal match, added the publisher.
Immediate says some of the key elements include:
- Editorial recipes across Good Food and olive have been paired with Stella Artois Unfiltered, providing consumers with meal inspiration. These include a selection of dishes, including the Ultimate Quiche Lorraine and a Halloumi & Mediterranean Veg Traybake.
- The campaign leverages social media to drive engagement - Julius Roberts posts the recipe videos on his Instagram account and Immediate promotes the series across their Good Food social media channels.
Stella Artois Unfiltered has featured prominently in olive magazine throughout the partnership, added Immediate. The lager is recommended alongside relevant recipes in print and digital editions through the use of eye-catching box-outs. The campaign is further bolstered by display advertising across the Good Food and olive websites, as well as advertorials in both magazine titles, continued Immediate.
The publisher says this partnership is expected to reach 17.8m adults. It was developed by Publicis and Immediate’s content studio, Imagine, who oversaw its creative strategy, development and execution.
Sam Pietrasiewicz, head of partnerships at Immediate, says: “Immediate and Stella Artois Unfiltered make the perfect pairing on this groundbreaking new campaign, which perfectly aligns with our mission to inspire home cooks with delicious and creative recipes. From farm to plate, Julius Roberts brings the campaign to life with videos to inspire our audience and we are delighted to be able to integrate the brand into recipe suggestions for the first time.”
Meg Chadwick, Stella Artois marketing manager UK, says: “Stella Artois Unfiltered is the perfect accompaniment to elevate everyday mealtimes and we are delighted to be partnering with renowned food experts like Good Food, the UK’s number one food media brand, and Julius Roberts to create content for the nation perfectly pairing with Stella Artois Unfiltered.”
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