• by Danielle Oster , May 16, 2024

Stella Artois is reaching out to consumers today with a summer event series framed as an invitation: “Let’s Do Dinner.”

The AB InBev brand is bringing back the “Let’s Do Dinner” platform it introduced last year, kicking off with an ad debuting teasing events across major cities, each featuring celebrity partners and special guests.

Those looking to join the dinner party can enter the promotional sweepstakes via a dedicated “Let’s Do Dinner” page, with the giveaway open to participants of legal drinking age through Sept. 6.

The series kicks off in Philadelphia  June 1 at The Roots Picnic festival, with a signature cheesesteak served alongside the beer at Questlove’s Cheesesteak Diner. After the popup, guests will get access to the musical festival’s headlining acts of the night. The two-day event’s stars include Lil Wayne & The Roots, Gunna, Victoria Monét, Nas, and Jill Scott.

Later in the month, the series will move to the West Coast, with a June 20 Los Angeles event which sees the brand partner with FX’s series “The Bear.” Arriving ahead of the season 3 debut of the series on June 27, the event will feature a “Chaos Menu” inspired by the show, and an appearance by actor Corey Hendrix, who plays “Sweeps” in the series.

The series returns Aug. 14 for an Atlanta event in partnership with Black Restaurant Week and Ludacris, who will curate the menu and host the event. A Chicago event on Aug. 28 will center around Stella Artois “Hot Ones” partnership, with host Chris Evans inviting guests to participate in a “Hot Ones” wings challenge.

“Let’s Do Dinner” wraps up the summer in New York City on Sept. 19. The brand hasn’t shared specific details on who will be there, but mentions “the opportunity to connect with global icons.” Given that the brand named soccer icon David Beckham as its new global brand ambassador back in March, and imagery from his debut ad appears in “Let’s Do Dinner” campaign imagery, the description seems to strongly hint that the star may make an appearance.

In a statement, Chris Jones, group vice president of marketing, premium brands, for Anheuser-Busch  called the brand “the quintessential beer that has always been at the crossroads of dining, entertainment, and culture,” with the campaign promoting this connection and pushing Stella Artois “to the forefront of the most important season for beer: summer.”

“By giving consumers access to these first-in-kind experiences,” he added, “we’ll continue to strengthen Stella’s credentials as the essential trade-up beer choice all season long..

AB InBev’s significant push for Stella Artois is part of the company’s wider strategy of investing heavily in what it refers to as its “mega brands,” particularly around tentpole moments and cultural events.