This holiday season we all face a challenge we’ve never encountered before: how do we keep our traditions alive and stay close to family to ensure we don’t put our loved ones in danger? For a brand built on enhancing life’s greatest moments, this 2020 holiday season, Stella presented an opportunity to bring families together and show the world that nothing can tear them apart by taking traditions to a new level.
In California, 54% of people are Hispanic, (64% in Los Angeles), and this demographic celebrates “tamalada,” a day long adventure in which a household enjoys a full day of cooking, togetherness, eating and drinking. Stella acknowledges this tradition that is shared across generations, and asked us to bring it to life for the holidays.
NVE found the Martinez family, made up of six members who had been quarantining under one roof. They upheld the tradition of making tamales for the holidays until their mother, and keeper of the family recipe, passed away in January 2017. Stella Artois surprised the family with custom, wooden kits filled with tamale ingredients, giving them the opportunity to cook their mother’s tamale recipe in their home. NVE managed all pre-production elements, directed the treatment and captured all content, while following strict COVID-19 guidelines.
Content was distributed in early December on the brand’s social channels and YouTube securing the following results: