As an official sponsor of the NFL, the AB-InBev brand Stella Artois partnered with US ingredient-and-recipe meal kit service Blue Apron premium delivery menu for their Super Bowl LV home-gate in an initiative called ‘Stella Stadium Bites’.
The promotional campaign for the four recipes (paired of course with Stella and a gift set of 4 Stella chalices) was fronted by athlete ambassadors and former New York Giants Eli Manning and Victor Cruz.
The recently retired quarterback and wide receiver pair appeared in the promotional creative for the activation, led by images shot on the filed as MetLife Stadium and a ‘Stella Sessions’ social live cooking show tutorial streamed on Stella’s channels on 18 January and then amplified across their own personal social platforms.
We love seeing connections made on (and off) the field.
— Stella Artois (@StellaArtois) January 14, 2021
We’re taking your Game Day meals to the next level with @elimanning.
— Stella Artois (@StellaArtois) January 16, 2021
The content aimed to drive viewers to the ordering website at https://www.stellaartois.com/en_us/initiatives/stella-stadium-bites.html and encourages fans to order by 12pm EST on 29 January for a Big Game delivery by 4 February.
The ‘Stella Stadiums Bites by Blue Apron Box’ serves 6 and includes:
> Smoked Gouda & Chicken Flatbread with Pancetta & Hot Honey
> Seared Flank Steak Lettuce Cups with Pickled Peppers & Garlic Dressing
> Creamy Pesto & Spinach Dip with Toasted Pita Chips
> Pork Chorizo Quesadillas with Cilantro Sour Cream
“While it may seem like a Super Bowl unlike any other, we want to inspire football fans to still savor the scrumptious tradition of coming together, in the safest way possible, over an exciting game, a meal and Stella Artois,” said Lara Krug, VP of Marketing, Stella Artois. “Stella Stadium Bites makes game day prep a breeze, and for everyone needing some extra guidance, Eli and Victor are ready to sub in with a virtual play-call to keep you from making any missteps along the way.”
Leveraging the pandemic trend for premium at-home delivery services for special occasions and at-home alternative fan experiences by sponsors, this initiative sees Stella Artois seek to help Super Bowl fans have an at-home gourmet Big Game experience.