On the occasion of Carlsberg Nordic becoming available as draught beer, this on-trade campaign aimed to bring back beer to the lunch table. People shouldn’t hold back because it’s lunch; they should choose alcohol-free beer instead of any other beverage.
We had to focus on the quality, the good raw materials, to create respect around the chef and how they really put in effort to bring about taste experiences. It was important to really connect beer to the good food experience and communicate that it should be accompanied by a draught beer, all while paying homage to the chef.
We created a gastronomic universe, being very visual in the restaurants with signs, coasters and table tents to show how to easily enjoy beer – alcohol-free draught beer – during lunch.
The campaign was called #forkokkensskyld [for the chef’s sake], implying that you should have a beer with your lunch to be respectful towards the chef and that Carlsberg Nordic makes it possible for anyone any time.