Immediate breaks new ground in Stella Artois Unfiltered Recipe Integration and video series

Published: 02 Dec 2024

Immediate, home to the UK’s most trusted food media brands is partnering on a multi-platform partnership with Stella Artois Unfiltered, creating a video series alongside bespoke recipes and content.

The collaboration brings together Stella Artois Unfiltered, chef-turned-farmer Julius Roberts, and Immediate’s renowned food brands, Good Food and olive. The Savour the Unfiltered campaign features Julius creating delicious recipe content on his farm in Dorset, showcasing perfect pairings between Stella Artois Unfiltered and fresh, seasonal ingredients.

In a media first with a beer brand, Immediate is integrating Stella Artois Unfiltered pairing suggestions into some of Good Food and olive’s most popular recipes. Stella Artois Unfiltered is recommended as the perfect partner, along with an explanation of why the recipe is the ideal match.

Some of the key elements include:

1. Editorial recipes across Good Food and olive have been specially paired with Stella Artois Unfiltered, providing consumers with a wealth of meal inspiration. These include a selection of mouthwatering dishes, including the Ultimate Quiche Lorraine and a Halloumi & Mediterranean Veg Traybake.
2. The campaign leverages the power of social media to drive engagement - Julius Roberts posts the recipe videos on his popular Instagram account and Immediate promotes the series across their Good Food social media channels.

Stella Artois Unfiltered has featured prominently in olive magazine throughout the partnership. The lager is recommended alongside relevant recipes in print and digital editions through the use of eye-catching box-outs. The campaign is further bolstered by display advertising across the Good Food and olive websites, as well as advertorials in both magazine titles.

This comprehensive partnership is expected to reach 17.8m adults. It was developed by Publicis and Immediate’s award-winning content studio, Imagine, who oversaw its creative strategy, development and execution.

Sam Pietrasiewicz, Head of Partnerships at Immediate, says: “Immediate and Stella Artois Unfiltered make the perfect pairing on this groundbreaking new campaign, which perfectly aligns with our mission to inspire home cooks with delicious and creative recipes. From farm to plate, Julius Roberts brings the campaign to life with videos to inspire our audience and we are delighted to be able to integrate the brand into recipe suggestions for the first time.”

Meg Chadwick, Stella Artois Marketing Manager UK, says: “Stella Artois Unfiltered is the perfect accompaniment to elevate everyday mealtimes and we are delighted to be partnering with renowned food experts like Good Food, the UK’s number one food media brand, and Julius Roberts to create content for the nation perfectly pairing with Stella Artois Unfiltered.”

About Immediate
Immediate is the home to trusted brands people love, with more than 700 people based in London, Bristol, Nottingham and Manchester.  

We own and operate some of the best-loved brands in the UK and are the market leader in the majority of sectors we operate in, including food, gardening and children’s publishing. Our brands include Radio Times, Good Food, BBC History Magazine, BBC Gardeners’ World Magazine, olive, Girl Talk, and MadeForMums. We also publish children’s titles for LEGO and Disney, CBeebies portfolio under license from BBC Studios and BBC Top Gear on behalf of BBC Studios.

We engage over 75 million people globally each month, with world-class content across print, digital, video, podcasts and live events. With more than 1.3 million active subscribers across print and digital, we are the UK’s leading publisher by subscribers.