Challenge
The pace of modern life has caused us to prioritize speed and convenience around mealtime above all else. Which results in us settling for fast food options that suck the life out of dinner. We were asked to reinforce Stella’s brand positioning of celebrating mealtimes and encouraging Canadians to slow down and value meals together again.
Solution
From "I’m lovin’ it" to "I’m savouring it"
We flipped the script on the fast-food drive-thru by creating a pop-up restaurant in Toronto where people can slow down and enjoy a meal together. Consumers exchanged fast food coupons for an elevated fast-food classic to showcase the value of making time to dine together.
We surpassed all campaign KPIs and set new records with this being the highest social conversation campaign at Labatt.
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