Staro in the dish / Staropramen
Staro in the dish platform
A long term cross media platform, the first of its kind to create the association between a beer brand and food.
Whereas, usually, beer brands are considered a more rudimentary drink, as opposed to wine or liquors, Staropramen was the first to be positioned as more than just a beer, but a perfect pair for enjoying a fine dish or even cooking with it.
Our cooking platform was expressed in many ways: through a Masterchef sponsorship, key accounts promotions offering recipe booklets for each Staropramen sixpack, a dedicated online platform where people could discover various recipes that can be cooked or paired with Staropramen, consumer activations with Czech chefs etc.