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December is here which marks the start of the holiday season! A time of year when families traditionally come together, create memories and enjoy a delicious homecooked meal. And while the majority of Canadians (78%) typically celebrate the holidays, the introduction of more lockdowns and heightened restrictions nationwide mean that families – and restaurants – will face a challenging holiday season in this ‘new normal’. Cue Stella Artois’ latest holiday campaign: ‘A Taste of Home’.
Stella Artois Canada conducted a survey which revealed that nearly all those who celebrate (86%) say they plan to limit the size or scale of their holiday gatherings, while another majority (72%) think it’s best to skip any travels this December.
“This year has been unlike any other, and the holiday season is going to be no exception,” says Mike Bascom, Senior Marketing Director, Stella Artois Canada. “For so many, the holiday season evokes a great deal of emotions, with the meal occasion and family traditions being central to that feeling of home. So, regardless of where you may be, we hope to give countless Canadians a way to revisit memories while also making new ones through this campaign, safely.”
Today Stella Artois, owned by Labatt [TCO] rolled out its ‘A Taste of Home’ campaign as part of the brands holiday efforts centralized around a long-form online video that went live yesterday. As part of the story, Stella Artois will celebrate the joy of a home-cooked meal and bring a taste of home to an unsuspecting Canadian who is unable to go home for the holidays.
Coinciding with the video will be a consumer-facing Taste of Home program that re-supports Rally for Restaurants (RFR), a national gift card program launched in April that helps all bars and restaurants across Canada by providing immediate financial relief at a time when they need it most. To bring this to life, Stella Artois will team up with RFR partners including Chef Chris Locke (Marben), Chef Simon Laborde (Les Enfants Terribles), Chef David Wong (Earls) and others to share the convenience of a home-cooked holiday meal with Canadians. Each partner will offer made to order takeout dinners inspired by the chef’s own taste of home, making it easier for Canadians to celebrate the holidays during this new normal.
Canadians can support local restaurants during the holiday can visit www.rallyforrestaurants.ca – a national gift card program launched back in April – that has generated over $650,000 in financial support for local restaurants.
Agency Behind Stella Artois A Taste of Home Campaign: