With over 50% of adults in South Africa dining solo, Stella Artois aimed to combat loneliness and inspire people to reconnect over a meal. The goal was to encourage consumers to break from their routines and dine together.
Stella Artois emphasized the importance of togetherness by enlisting popular personalities – actors Nomzamo Mbatha and Kat Sinivasan – whose busy lives helped promote the message of shared meals. Nomzamo participated in “Let’s Do Dinner” in New York City with international stars before hosting a similar event in South Africa with Kat. By partnering with influencers who resonated with the target audience, Stella Artois sparked meaningful conversations about the significance of dinner gatherings and their role in bringing people together.
Nomzamo Mbatha launched the campaign with an intimate Instagram Live alongside Kat Sinivasan, sparking conversation across social media. She then brought global glamour to the local campaign by attending Stella Artois’ “World’s Greatest Dinner” in NYC. Ten creators from The Artois Collective further amplified the “Let’s Do Dinner” message through engaging content. The campaign culminated in a star-studded Johannesburg dinner, celebrating connection and Stella Artois’ commitment to meaningful moments.
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