Stella Artois wanted to grow market share by positioning itself as the world’s most premium beer brand.

And, they wanted us to help do that for them by improving their quality and serve metrics via trade engagement and consumer activation.

We brought the beer to an entirely new demographic – through bars, pubs, restaurants and events. How? By training over 20,000 outlet staff – helping them master the pouring ritual and incentivising them for serving perfect pints (in a beautiful chalice, of course).

TACTICS

SEC

We sent Stella Artois ambassadors to over 2,000 outlets, each armed with POS, glassware and skimmers.

Then we took over the pubs, bars and supermarkets around the Wimbledon Championship – running exciting experiential activations and digital promotions, and giving shoppers the chance to win their very own personalised chalice.

ON-TRADE TRAINING —

DIGITAL PROMOTIONS —

TRADE INCENTIVES —

BRAND ACTIVATION —

ON-TRADE TRAINING —

DIGITAL PROMOTIONS —

TRADE INCENTIVES —

BRAND ACTIVATION —

(01)

RESULTS

SEC

Anecdotal evidence just isn’t good enough for us. So, we developed a bespoke reporting portal, accessed in-app, for a real-time snapshot of campaign success. This meant we could make adjustments on the fly, effectively training staff at over 2,000 outlets on the pouring ritual and helping improve UK sales by over 15%.

2,000 OUTLETS TRAINED —

15%+ SALES UPLIFT —

39 AMBASSADORS RECRUITED —

4%+ YOY INCREASE —

2,000 OUTLETS TRAINED —

15%+ SALES UPLIFT —

39 AMBASSADORS RECRUITED —

4%+ YOY INCREASE —

ENDORSEMENT

SEC

“Participation in the programme has contributed to a real sense of camaraderie amongst the team. As a result, we’ve seen an uplift in sales, and our customers have become more engaged with our new method of serving Stella Artois.”

– VENUE MANAGER, THE DOLPHIN

We use cookies to provide the best experience on our website. View our Cookie Policy to learn more. 🍪