Eat Pilsner
We believe beer is more than just a drink to complement good food; it's an exceptional cooking ingredient. Breaking away from centuries of wine dominance in restaurant kitchens, we aim to highlight the remarkable versatility of Pilsner Urquell and explore the extraordinary culinary possibilities of beer to revolutionize how we perceive and savor the original pilsner. With restaurants in Stockholm, Helsinki, and Gothenburg as the focus of the project, new dishes were created by their chefs, and through our campaign of newsletters, online and print advertorials, YouTube, and social media features, we reached an audience of culinary enthusiasts and beer connoisseurs across the Nordic countries numbering over 1,5 million.
Our Goal
To elevate beer beyond pubs, placing it in fine restaurants and culinary environments. Through a unique connection with food, our goal was to establish an exclusive brand association with Pilsner Urquell and inspire a reimagining of when, where, and how beer is enjoyed. The focus is on broadening the campaign's reach in Scandinavia by fostering collaboration among food and drink enthusiasts, key clients, and restaurants.
Execution
We teamed up with five exceptional chefs and restaurants including, Tjoget, Svartegrens, and Häktet in Stockholm, Fisken på Disken in Helsinki, and Piga in Gothenburg for the Eat Pilsner campaign.
Online & Print Activation
To amplify the campaign's impact and reach a wider audience, we crafted diverse content and compelling films that captured each restaurant's essence and culinary expertise. These films, featuring stunning visuals, behind-the-scenes footage, and insightful interviews, highlighted the remarkable synergy between Pilsner Urquell and gastronomy. Tailored to connect with different target groups, including professionals and current/future consumers, our content spanned newsletters, online and print advertorials, YouTube, and social media features.
These carefully chosen restaurants became the campaign's focal points. Collaborating closely, the chefs crafted signature fine-dining dishes, infusing Pilsner Urquell as a key ingredient. This showcased the brew's versatility and unique flavor profile, blending modern twists with respect for the traditional brewing heritage. The result? A delicious array of flavorful variations.
Event Activation
To elevate the culinary experience, we produced exclusive events at each restaurant, offering guests the chance to experience the extraordinary flavors of Pilsner Urquell alongside specially crafted dishes. These events served as a unique platform for interaction and engagement, enabling attendees to explore the artistry behind the culinary creations while enjoying the exquisite pairing of the original Pilsner and fine dining.
Impact
Eat Pilsner achieved an impressive total reach by leveraging the combined social media channels of each restaurant, Pilsner Urquell, The Forumist magazine, as well as food blogs and press. Our carefully curated events, bringing together professionals and consumers alike, successfully caught the attention of culinary enthusiasts, beer connoisseurs, and those seeking innovative taste experiences across the Nordic markets.
Shortfilms on YouTube and social media: 600K
Pint media and food blogs: 550K
Events and social media: 480K
