Campanie
JM
THE CONTEXT
In 2015, cooking was once again one of the communication pillars of Staropramen, within culturetainment. Staropramen was once again one of the main sponsors of Master Chef, the leading cooking TV show in Romania.
In order for the brand to acquire this territory and become truly relevant for foodies (our core target), Staropramen wanted to make an awareness campaign focusing on the association between its four beer assortments and food.
THE BRIEF
Create an association between beer and food using Masterchef’s partnership.
In 2015, cooking was once again one of the communication pillars of Staropramen, within culturetainment. Staropramen was once again one of the main sponsors of Master Chef, the leading cooking TV show in Romania.
In order for the brand to acquire this territory and become truly relevant for foodies (our core target), Staropramen wanted to make an awareness campaign focusing on the association between its four beer assortments and food.
THE BRIEF
Create an association between beer and food using Masterchef’s partnership.
General Information:
Strategy:
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TARGET INSIGHT For the food pillar, Staropramen’s core target is mainly represented by foodies – urban young people that enjoy cooking and consider it a passion rather than a duty. They are open to experiments and permanently try and adapt to new consumer habits. Besides TV, they like to watch to online cooking shows and they follow cooking blogs or special social media channels (like YouTube or Facebook) dedicated to food. BIG IDEA PAIRING - A COMPLETE CULINARY EXPERIENCE TO MATCH YOUR LIFESTYLE We wanted to talk about food and beer pairing concept in an innovative and surprising way, thus ofering the full culinary experience to our target. In order to make the campaign relevant for MasterChef association, keeping a light and modern approach at the same time, we chose Chef Foa as an endorser. With his help, Staropramen was able to talk about food in a credible way. |
Execution:
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