Stella Artois believes the key to truly living a life well lived is by being present.

We were asked to create an on-and-off-premise program for Applebees that showcases the ‘Stella Way’ by turning everyday moments into something to celebrate. Let’s cheers to the present, and encourage people to disconnect from their phones in order to connect with their loved ones - delivering rewards to those who embrace the ‘now.’

AGENCY IN Marketing
CLIENT Stella Artois
ROLE Concept, Art Direction
SENIOR ART DIRECTOR Jesse Scalice
CREATIVE DIRECTOR Candie Velasco

NATIONAL VISUAL

APPLEBEES VISUAL

DIGITAL

TARGETED BANNERS

A 'Stellabration' can occur any time, any place. Targeted ads will drive people to an account locator where they can find participating restaurants nearby.

ON-PREMISE

‘SECRET MENU’ INSERT

When a customer orders a Stella, a waiter will bring them a secret menu. Items on the secret menu are existing Applebee’s favorites, elevated to pair well with a Stella.

COASTERS

Special ‘Stellabration’ coasters will feature a mad-lib toast, giving visitors the chance to fill in their own toast unique to the occasion they’re celebrating. 

TABLE TENT

A table tent box will house a toast to 'Stellabrate the now' and encourage customers to place their phone inside the box and order a round of Stella’s for the chance to win discounts and get access to a secret Stella Menu:

  • A weighted plate inside the box will cause the box to activate lighting up an LED beacon (the Stella star) once the phones are placed inside.

  • The Stella beacon will notify the waitstaff that the table has opted in, prompting them to bring over a secret menu (either insert/tear-pad/coaster). 

  • The more time your table spends disconnected from phones, the more Stella will reward with gifts and discounts. 

  • If the table can make it the whole dinner without looking at their phones, we’ll reward the table with a free Belgian Chocolate Cake with a Stella Star sparkler. 

  • LED star will become fully lit after 20 minutes (or other min amount), showing waitstaff that the table made it the minimum time without lifting their phones.

MANAGED EVENT NIGHTS

We’ll host managed event nights at top-tier accounts where tables that order a round of Stella’s will receive Limited-Edition holiday chalices.

On-site engravers will commemorate their occasion by engraving the table’s toast onto the Chalice. 

ACCOUNT ENGAGEMENT

Accounts with the most items ordered off the secret menu throughout the program can win tiered prizes:

  • Tier 1: A Discovery Trip for bar staff to the Stella brewery in Belgium.

  • Tier 2: A holiday party for the staff. 

  • Tier 3: Gift cards and Stella Swag.