wondered where to
enjoy the best menu
of the day?
YEAR
2023
BRAND
Mahou 0,0 Tostada
CLIENT
Mahou San Miguel Group
CAPABILITIES
Development of communication platform
Activation strategy
Point of sale activation
B.POINT
Mahou 0,0 tostada is a beer that had very good growth in the on-trade, but needed to find its "own" niches that could be capitalised on.
Moments of consumption where the product has a leading role with the capacity to be activated in an attractive way at the point of sale.
A product that invites consumers to enjoy a great non-alcoholic beer, which, thanks to its inimitable combination of roasted malts, dismantles all the prejudices that are traditionally assumed about this type of beer.
All of this is applied on this occasion to the concept of the menú del día [daily set menu/ menu of the day], which is part of Spanish gastronomic culture and which served as the starting point for the development of the entire strategy.
B.REAL
We identified the "daily set menu” as an opportunity. Something very much ours, very much from here, which year after year was losing weight.
This is how "El menú del año"[ The Yearly menu] was born, a movement through which Mahou 0,0 tostada aims to put the menu of the day where it deserves to be. No more prejudices. If the menu of the day is good, it's because it's good.
And we lowered it to a promotion
A point-of-sale activation where we invite consumers to vote for their favourite menu of the day and enter a prize draw to win €250 worth of menus of the day.
Within the entire customer base, we looked for those establishments in the Community of Madrid that had a menu of the day and included Mahou 0,0 Tostada in their offer
We activate with commands to amplify participation.
All of this was accompanied by a prescription plan where promotion ambassadors visited partner venues and provided them with amplification
"It is a four-handed gastronomic project between chef and head chef Franco Micheloni (with experience at Tatel and the VP Hotel) and his partner Marta González. And its relatively short life - the restaurant opened its doors in 2021 - has not prevented it from being considered worthy of distinctions such as the best menu of the day in Madrid in 2023 by Mahou 0,0 Tostada".
B.SATISFY
In the promotion, we involved a total of 200 customers who activated a visibility kit made ad hoc for the promotion
More than 5,000 consumers took part, from which 30 winners were chosen to enjoy a month’s free menu of the day at their favourite bar/restaurant
3 local winners (Madrid) alongside an amplification plan in the sector’s media, lifestyle and social media.
wondered where to
enjoy the best menu
of the day?
And we help you to find the answer
AÑO
2023
CLIENT
Mahou San Miguel Group
BRAND
Mahou 0,0 Tostada
CAPABILITIES
Development of communication platform
Activation strategy
Point of sale activation
B. POINT
Mahou 0,0 tostada is a beer that had very good growth in the on-trade, but needed to find its "own" niches that could be capitalised on.
Moments of consumption where the product has a leading role with the capacity to be activated in an attractive way at the point of sale.
A product that invites consumers to enjoy a great non-alcoholic beer, which, thanks to its inimitable combination of roasted malts, dismantles all the prejudices that are traditionally assumed about this type of beer.
All of this is applied on this occasion to the concept of the menú del día [daily set menu/ menu of the day], which is part of Spanish gastronomic culture and which served as the starting point for the development of the entire strategy.
B. REAL
We identified the "daily set menu” as an opportunity. Something very much ours, very much from here, which year after year was losing weight.
This is how "El menú del año"[ The Yearly menu] was born, a movement through which Mahou 0,0 tostada aims to put the menu of the day where it deserves to be. No more prejudices. If the menu of the day is good, it's because it's good.
And we lowered it to a promotion
A point-of-sale activation where we invite consumers to vote for their favourite menu of the day and enter a prize draw to win €250 worth of menus of the day.
Within the entire customer base, we looked for those establishments in the Community of Madrid that had a menu of the day and included Mahou 0,0 Tostada in their offer
We activate with commands to amplify participation.
All of this was accompanied by a prescription plan where promotion ambassadors visited partner venues and provided them with amplification
"It is a four-handed gastronomic project between chef and head chef Franco Micheloni (with experience at Tatel and the VP Hotel) and his partner Marta González. And its relatively short life - the restaurant opened its doors in 2021 - has not prevented it from being considered worthy of distinctions such as the best menu of the day in Madrid in 2023 by Mahou 0,0 Tostada".
B. SATISFY
In the promotion, we involved a total of 200 customers who activated a visibility kit made ad hoc for the promotion
More than 5,000 consumers took part, from which 30 winners were chosen to enjoy a month’s free menu of the day at their favourite bar/restaurant
3 local winners (Madrid) alongside an amplification plan in the sector’s media, lifestyle and social media.