STELLA ARTOIS

Context

In 2019, Stella Artois Brazil embarked on an ambitious plan to strengthen and expand its brand in the Southeast region, with a special focus on Belo Horizonte, after consolidating its presence in São Paulo. This initiative aimed not only to geographically expand the brand but also to adapt it to the local cultural and gastronomic specifics. In partnership with the Ambev team, we developed a branding and positioning plan to strengthen Stella Artois' presence in Minas Gerais, emphasizing the connection with local gastronomy.

 

Challenge

The main challenge was to translate Stella Artois' international values into a regional market, maintaining the brand's essence while adapting to the peculiarities of Belo Horizonte. The onset of the Covid-19 pandemic added further complications, requiring us to rethink our marketing strategies to reflect the new reality of social isolation and support for the local community.

 

Strategy

Our strategy involved creating campaigns and actions that integrated Stella Artois' international values with the culture of Minas Gerais, especially in the realm of gastronomy. We developed initiatives aimed at supporting local restaurants, producing digital content, and creating culinary experiences that could be safely enjoyed even during social isolation.

 

Our Work

Beyond the specific and seasonal actions and campaigns, we were responsible for all efforts on social media, influencer marketing, Always On media reinforcement, special activations, commemorative dates, and other initiatives. We consistently kept in mind the need to reinforce the brand's presence and relevance in the region.

 

Support a Restaurant

We supported over a thousand establishments in Belo Horizonte through the "Support a Restaurant" campaign. Consumers could purchase 50% discount vouchers to be used after social isolation, helping to keep bars and restaurants operational during the crisis. Chef Alex Atala was among the project's supporters, and establishments like A Pão de Queijaria and Baiana do Acarajé participated in the initiative.

 

‘Stella Combina’ Circuit

We launched the ‘StellaCombina‘ Circuit, encouraging the delivery of dishes from seven traditional restaurants in Belo Horizonte. Consumers could enjoy sophisticated dishes at home and receive a personalized goblet with exclusive art by Ronaldo Fraga. The action highlighted the city's bohemian and gastronomic culture, providing a unique experience adapted to pandemic restrictions.

 

Moment Artois Web Series

We created the "Moment Artois" web series with chef Léo Paixão, who shared exclusive recipes for special moments. Each episode, aired biweekly on Stella Artois' social media, presented a different recipe, from brunches to romantic dinners, emphasizing the importance of connection around the table, even during social distancing.

 

Unlikely Couples

The "Unlikely Couples" campaign celebrated love with dishes created by renowned chefs in Belo Horizonte, combining unusual ingredients. Five couples were invited to share their stories and were honored with dishes inspired by their love, crafted by chefs such as Carol Machado, Flavio Trombino, Cristóvão Laruça, and Carol Fadel. The dishes, available at participating restaurants, reflected the union of different personalities and tastes. One example was the couple Ana Camarinho and Breno Miranda, who inspired chef Cristóvão Laruça to create a dish combining rice with pork and mussels, symbolizing the blend of flavors and their connection.

 

Stella Chefs BH

We premiered the "Stella Chefs BH" web series on YouTube, showcasing partnerships between renowned chefs and local restaurants. The dishes presented in the episodes were available for delivery via Uber Eats BH, and consumers received collectible glasses featuring Belo Horizonte's landmarks. This action connected the audience to the city's rich gastronomy in an innovative and engaging way.

 

Villa Stella

We organized the "Villa Stella Domo Edition" event, where participants could enjoy lunches and dinners in private domes, ensuring safety and social distancing. Held in Nova Lima, in the Greater BH area, the event brought together local restaurants in an outdoor setting, offering a unique gastronomic experience adapted to the pandemic context.

 

Challenges Overcome

The pandemic's challenges required a swift adaptation of our strategies. We managed to turn adversity into opportunity by creating actions that not only promoted the brand but also supported the local community. Digital engagement and support for restaurants were crucial in maintaining Stella Artois' relevance during this challenging period.

 

Results Achieved

These initiatives resulted in increased visibility and strengthened the Stella Artois brand in Belo Horizonte. The "Support a Restaurant" campaign injected millions into the local gastronomy sector, while the "Stella Combines Circuit" and the "Moment Artois" and "Stella Chefs BH" web series engaged thousands of consumers. The "Villa Stella" event provided a memorable experience, highlighting the brand's ability to adapt and innovate, even in times of crisis.