Staropramen - ChefXperience I
An awarded interactive beer-food campaign, starring one of the most popular chefs in Romania and the fans at home. This experience was built in the context of the new MasterChef edition sponsored by Staropramen, the first beer brand in Romania to successfully associate itself with cuisine.
Generating awareness and engagement for the entire Staropramen portfolio, by capitalizing on the association of the brand with MasterChef and by building a direct link between beer and food as creatively and as naturally as possible. In other words, Staropramen just had to become the number one beer for good food.
We put together all the ingredients our core target (28 – 35, middle class) was already so fond of - good food, a nice variety of beer, entertainment, a little bit of TV tension, the need for practical skills, gamification and last but not least, a young, cool and pretty popular MasterChef jury - Chef Foa. And we created a beer-food story anyone could actually be part of.
Staropramen introduces ChefXperience, a complete culinary experience to match any lifestyle. Creative campaign - execution Our integrated campaign started with a TVC, featuring Chef Foa who adopted 4 different styles, to match the 4 types of beer, and then encouraged our consumers to join him in his very own kitchen-studio to live the adventure themselves!
We then built a gateway to Chef Foa’s kitchen through a Facebook App - more than a TV show, more than a cooking demonstration and even more than a cooking class: the first interactive one-to-one cooking experience in Romania! Fueled by Staropramen, the beer that asked more from beer. For 5 weeks, our consumers were invited to join Chef Foa to literally give him a hand in cooking 12 recipes paired with Staropramen beer.
The 5th week featured a special Christmas edition, with a full menu dedicated to all 4 types of Staropramen beer.
The end of every campaign week would bring new challenges: the chef’s cooking techniques tests and the chance to win instant and weekly rewards.
The whole experience went from Chef Foa’s magic hands and oven straight to our partner websites - through interactive banners - and the entire social media universe - through YouTube pre-rolls and fun and juicy posts. The campaign benefited from a special column on FoodStory.ro, dedicated to beer-food pairing, written by Chef Foa, and a lively campaign led by a series of KOLs who got the chance to enjoy the experience themselves.