RECYCLAGE DE LUXE TV DINNERS by Mother London for Stella Artois

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Industry Beers and Ciders
Media Promo & PR
Market United Kingdom
Agency Mother London
Creative Director Robert Saville, Mark Waites, Gustavo Sousa
Art Director Paddy Fraser, Enrique Reija, Borja Alvarez
Copywriter Hermeti Balarin, Ana Balarin, Paddy Fraser, Enrique Reija
Released November 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Product/Service: STELLA ARTOIS
Agency: MOTHER
Date of First Appearance: Nov 23 2009 12:00AM
Entrant Company: MOTHER, London, UNITED KINGDOM
Entry URL:
Creative Director: Mark Waites (Mother)
Creative Director: Robert Saville (Mother)
Creative Director: Gustavo Sousa (Mother)
Art Director: Ana Balarin (Mother)
Art Director: Hermeti Balarin (Mother)
Copywriter: Ana Balarin (Mother)
Copywriter: Hermeti Balarin (Mother)
Art Director: Enrique Reija (Mother)
Copywriter: Enrique Reija (Mother)
Art Director: Borja Alvarez (Mother)
Art Director: Borja Alvarez (Mother)
Art Director: Paddy Fraser (Mother)
Copywriter: Paddy Fraser (Mother)
Media placement: Mailing - To Key Bloggers - 23-11-2009

Describe the objective of the promotion.
To help seed the Recyclage De Luxe online campaign, we developed a quirky piece of communication to help engage lifestyle bloggers, with the films in advance of the shorts being released on a dedicated you tube channel.

Describe how the promotion developed from concept to implementation
We created a TV dinner that was delivered to 300 key social media influencers the night before the campaign launched.

Describe the success of the promotion with both client and consumer including some quantifiable results
The initiative resulted in a huge response on blogs and messages posted on Twitter & Facebook. This disarming and charming piece of direct marketing helped win the approval of these key influencers and generate word of mouth for Stella.

Explain why the method of promotion was most relevant to the product or service
The specially commissioned TV dinner consisted of a 1960’s French menu of an entrée, main course and desert and, of course, a chilled bottle of Stella Artois