Immediate, the Hubert Burda-owned media company that owns and operates brands including Radio Times, Good Food, BBC History Magazine and Olive, has unveiled a multi-platform partnership with lager brand Stella Artois Unfiltered.
The collaboration will see Stella Artois Unfiltered, chef-turned-farmer Julius Roberts (pictured), Good Food and Olive create a video series alongside bespoke recipes and content. The campaign features Roberts creating recipe content on his farm in Dorset, showcasing pairings between Stella Artois Unfiltered and fresh, seasonal ingredients.
In what Immediate calls “a media first with a beer brand”, the publisher will integrate Stella Artois Unfiltered pairing suggestions into some of Good Food and Olive’s most popular recipes. The campaign will also leverage the power of social media, with Roberts posting the recipe videos on his Instagram account and Immediate promoting the series across their Good Food social media channels.
The partnership was developed by Publicis and Immediate’s content studio Imagine, which oversaw creative strategy, development and execution. The campaign is expected to reach 17.8m adults and will also include display advertising across the Good Food and Olive websites, as well as advertorials in both magazine titles.
Sam Pietrasiewicz, head of partnerships at Immediate, said: “Immediate and Stella Artois Unfiltered make the perfect pairing on this ground-breaking new campaign, which aligns with our mission to inspire home cooks with creative recipes.”
Meg Chadwick, Stella Artois marketing manager UK, added: “Stella Artois Unfiltered is the perfect accompaniment to elevate everyday mealtimes and we are delighted to be partnering with renowned food experts like Good Food and Julius Roberts.”
