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Stella Artois Launches Collaboration with FXs The Bear

The premium lager teams up with the popular culinary show to bring an immersive fan experience, custom content, product integration and unique Chicago-based activations ahead of season two premiere


Chicago, IL – WEBWIRE

Ahead of the highly anticipated second season of FXs The Bear, streaming exclusively on Hulu beginning June 22nd, Stella Artois is collaborating with the celebrated show to continue its mission of encouraging meaningful connections through meals. The promotion will come to life both on-screen and in the real world, with unique Chicago-based activations, an immersive fan experience, custom content, and in-show placements.

As the first-of-its-kind partnership for Stella, we wanted to go big, and its hard to get bigger than The Bears popularity right now, says Marcela Garcia, Vice President of Marketing for Stella Artois. The shows incredible ability to illustrate the power of connection through food and Stellas devotion to deepening relationships made over meals made this partnership a natural and exciting choice.

As a thoroughly integrated collaboration, fans can expect to see Stella Artois and FXs The Bear show up across multiple platforms:

- Immersive Fan Experience: FXs The Bear Second Course presented by Stella Artois will be a two-day experience in Chicago, on June 20th and 21st, giving fans a truly immersive experience through all parts of the show from the chaos of back of house, including the alleyway entrance and kitchen perks, to delicious bites that come with being a guest. Fans can enter for a chance to win seats at Second Course at Chicago-based arcade pop ups.

- Custom Chicago bar activation pop-ups: At five select Chicago bars from June 14th to the 17th, Stella Artois and FXs The Bear will be dropping playable, custom, co-branded arcade machines, reminiscent of season ones iconic arcade game. Fans can play games and scan a QR code to enter for a chance to win seats at the dining experience in Chicago.

- Promotional content: Stella will run custom promotional content on Hulu developed and produced by Disney CreativeWorks in support of Season two of FXs The Bear. The content will feature Courtney Storer, the Culinary Producer of The Bear, and Roy Choi, famed chef known for his casual approach to gourmet cuisine, sharing their stories over delicious food and Stellas.

- In-Show Placements: Stella will be placed throughout the season with both product and signage at pivotal moments of time from sharing a celebratory bottle, pairing with takeout shared with friends and family, and other moments of highs, lows, and in-betweens.

- Stella and Instacart promotion: Stella and Instacart will remind fans that Stella Artois is a great pairing for a chef-level meal made at home. Viewers will see this promotion on Stella and Instacart owned and operated online retail channels.

Its been clear from the beginning of this partnership that Stella understands why The Bear has resonated so deeply in culture, and were thrilled we have the chance to unlock experiences that bring our fans closer to the heart of the show, says John Campbell, Senior Vice President of Entertainment & Addressable Solutions at Disney Advertising. To see this partnership blossom in real life and on the screen is incredibly exciting.

For more information about Stella Artois and FXs The Bear, www.stellaartois.com, and follow @StellaArtoisUSA on Instagram and Facebook, and @StellaArtois on Twitter.

About Stella Artois

Stella Artois is a Belgian-style lager and part of a brewing tradition of crafting the finest lager with quality ingredients since 1366. Known for its malty middle and crisp finish delivering a full flavor and a hint of bitterness, this beer is recognized internationally for its excellence and taste. Stella Artois is best enjoyed in the iconic Chalice according to the 3-Step Pouring Ritual to guarantee a perfect experience of this gold standard lager. Along with its classic lager, Stella Artois also offers Stella Artois Libert, a zero-alcohol brew with the same refreshing taste. Visit www.stellaartois.com for more information.

About FX

FX, a division of Disney Entertainment, is a global multiplatform brand that develops, produces, commissions and markets original programming for Hulu and the FX and FXX linear channels in the U.S., and Star+ in Latin America and Disney+ in all other international territories. The FX brand mark appears above the title across its entire slate of originals. Over the past two decades, FX has been responsible for some the most-critically acclaimed and award-winning shows on television. Some of the brands current and legacy titles include the dramas American Horror Story, American Crime Story, The Americans, Damages, Fargo, Justified, Nip/Tuck, The Old Man, The Patient, Pose, Rescue Me, The Shield and Sons of Anarchy; the comedies Archer, Atlanta, The Bear, Better Things, DAVE, Its Always Sunny in Philadelphia, Reservation Dogs and What We Do in the Shadows; and a growing slate of docuseries and documentary films.

About FXs The Bear

FXs The Bear was created by Christopher Storer (Ramy, Eighth Grade), who acts as executive producer alongside Joanna Calo (BoJack Horseman, Undone), Hiro Murai (Atlanta, Station Eleven) of Super Frog, Josh Senior and Matty Matheson, with Tyson Bidner (Ramy) serving as producer. The series is produced by FX Productions.

About Anheuser-Busch

At Anheuser-Busch, our purpose is to create a future with more cheers. We are always looking to serve up new ways to meet lifes moments, dream big to move our industry forward, and make a meaningful impact in the world. We hope to build a future that everyone can celebrate, and everyone can share. For more than 160 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 19,000 colleagues across the United States.

We are home to several of Americas most loved beer and beyond beer brands, including Michelob ULTRA, Cutwater Spirits, Stella Artois, Budweiser and Bud Light as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, Twitter, Facebook, and Instagram.


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