What makes a perfect pairing?

AB InBev

What we did
Sell in communications materials, marketing materials, after sales training programme, serving props, merchandise

Food and drink

The project
AB InBev believe that the pre-meal apéro is often overlooked as an income stream. Pair apéros with Leffe Royale, and instantly you’ve got an exciting activation programme to delight customers and create sales.

Beer and fine dining? You wouldn’t think it, but this intriguing combination has an exciting story to tell. The challenge is clearly with wine (72% share of throat vs 17% beer), so we needed to up the game in terms of ritual, storytelling and execution to drive a new consumption opportunity.

With advice taken from Michelin-starred chefs on flavour matching or Zythology as it is known, we presented a compelling demonstration, pairing Leffe Royale with cured meat, hard cheeses, fish and seafood. This insight informed our creative solution and gave us an exciting reason to engage with high end restaurant owners across Europe.

The perfect ‘Aperitif Royale’ moment was born including a beautifully crafted sell-in programme personalised to each restaurant.

75% loved the ‘food pairing’ concept. 35% of restaurants approached decided to adopt the new apéritif moment; this resulted in 14% of increased sales. Our Leffe Royale presentation box was so successful with restaurant owners that, we were delighted to discover, some even displayed them within their restaurants like an award.

Illustrator: Steven Noble


Brochures, paper menu