The flavor profile and tasting notes of Negra Modelo provide a perfect pairing with food and in food preparation, however a lack of awareness, education, and inspiration with the brand’s ideal audience—local chefs—has limited the use of Negra Modelo in this capacity.

To illustrate the brand’s versatility as an ingredient in food preparation, Legacy leveraged the brand’s relationship with Chef Rick Bayless to target local Seattle account chefs and management. We produced a Chef Challenge event, where Chef Rick Bayless worked alongside his old-time friend and Seattle icon, Chef Tom Douglas. Event attendees included local account chefs and management, along with influential food bloggers. Each chef prepared a special dish incorporating Negra Modelo, for which all the guests were able to sample. The chefs further educated the guests on the value of the brand as a tool in food preparation. Following the Chef Challenge, media bloggers and #FoodieChat followers worldwide, digitally engaged with Chef Bayless in an exclusive feature of #FoodieChats, a weekly Twitter hashtag chat.

» #FoodieChats trended #1 in the world at the time of Negra Modelo + Bayless #FoodieChats

» #FoodieChats tweets reached 1.35 Million users

» #NegraChefChallenge tweets reached 539,141 Million users

CHALLENGE

SOLUTION

SUCCESS

THROUGH FOODIES