Stella Artois salutes communal culinary experiences in ‘Table Drop’
The lager’s largest campaign in half a decade is meant to cement its place at the shared dinner table.
Wielding a new campaign, Anheuser-Busch’s Stella Artois aims to become the beer that gets people eating together again after a long season of solitude.
The brand’s latest TV commercial, dubbed ‘Table drop,’ utilizes magical realism to emphasize savoring food and connections between loved ones. The film opens in a young woman’s apartment as she’s about to eat a solo meal paired with a pint of Stella Artois. Suddenly, the floor beneath her begins to crumble, and she and her table fall into the apartment beneath her. There, a young man is also eating alone, before the two drops to the next floor.
As each floor collapses, the number of people eating together begins to grow, and what started out as a singular dining experience becomes a communal one for all.
‘Table drop’ represents the centerpiece of Stella’s largest campaign in over five years, which also comprises partnerships with Yelp, Uber Eats and Instacart, influencer content and more.
It also builds on Stella’s existing brand platform, ‘Make time for the life Artois,’ which is meant to be a reminder to all to cherish moments spent together. (Late last year, the brand released limited-edition peel-off labels meant to spark conversations around the table.)
“One of the trends we saw growing in the US was consumers eating alone more and more – especially at dinnertime. It’s kind of sad when you think about it,” says Marcela Garcia, vice-president of Stella Artois. “We’re about fostering connections, and with this campaign, we’re inviting consumers to create authentic connections around the dinner table.”
Its cast is also noticeably diverse, in order to help the brand reach its new target consumer: multicultural people in urban markets, says Garcia. “African American, Hispanic and Asian cultures are driving trends in our world today, so with this campaign, we want to show representation – not in a cliché way – but in a way that’s stylish and fun.”
To further forge a link between Stella Artois and casual food occasions, the brand is partnering with food review site Yelp as well as delivery apps Uber Eats and Instacart. The partnership will create hubs on each platform encouraging consumers to bring home a pack of Stella to share among loved ones at home.
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Influencer content will further extend the campaign beyond television, as content from chefs JJ Johnson, James Tahhan, Gaby Dalkin, Tregaye Fraser, Roy Choi and others will roll out over the next month.
The campaign was developed by creative agency Anomaly.