Football fans tuning in from home after the 2020 pro sports hiatus missed their favourite stadium bites and brews, but lucky NYC sports fans had the chance to order Stella Stadium Bites while watching the Giants game from home. Stella Artois teamed up with Giants Alumni Victor Cruz and Chef Daniela Soto-Innes to deliver mouth-watering burgers, waffle fries, perros calientes, wings, churros, ice cold Stellas, and customized chalices on game day. With all proceeds going to the Food Bank For New York City, the campaign was a touchdown!

As Stella’s first direct-to-consumer food program in partnership with a sports team, it needed distinctly sport-focused branding that was still unmistakably brought to you by Stella Artois. The typesetting of “STELLA” was inspired by one of the brand’s rounded heritage marks, then combined with an athletic font and a diagonal orientation evoking the look of team pennant flags — all set within Stella’s iconic cartouche.

The timeline for design on this program was quite compressed so an illustration was developed for PR purposes to promote the program before talent was confirmed and a culinary photo shoot was booked. The illustration (above) did a great job of emulating Stella’s global illustration style while communicating the mechanics of the program which allowed fans to enjoy the game at home with a delivered bundle of Stella Stadium Bites.

With a pretty self-explanatory name, the challenge for remaining collateral was around communicating the limited time offer (small window of time to order) and the value of each Stadium Bites bundle (you get so much for just $25!). Social media ad buy and influencer outreach ensured enough awareness was raised ahead of game day so NYC sports fans did not miss out.

Our small team designed everything from the chalice packaging, the delivery box, food labels, the parchment paper, kit inserts, and a ton of social deliverables. Additional promotion came in the form of e-blasts, web banners, and limited OOH.

RESULTS: Stella Stadium Bites was a huge success for the brand, garnering 100% positive consumer sentiment and 84 million impressions from celebrities, media outlets, and food fans, with double the expected click-through rate, 55 media placements, attracting the attention of new and potential team partnerships. Because of its success, the program continues to expand and evolve, converting a new consumer base – sports fans – to Stella Artois.

AWARDS:

• GOLD, Best Use of Single Technology at the Event Marketer 2021 Experience Design & Technology Awards

• GOLD, Best Sports Sponsorship or Tie-in + BRONZE, Best Culinary or Spirits Promotion + BRONZE, Best Kit, Chief Marketer 2021 Pro Awards