Established relationships with leading marketing agencies and brands

COMMERCIAL PARTNERSHIP

Background

Beer and food matching is a growing concept in modern cuisine and using his world-leading expertise in Pan Asian cuisine, Jeremy Pang represents Cobra Beer in the UK as an official brand ambassador throughout 2024 - to enable precise audience targeting and ensure a high level of credibility and authenticity, as a leading UK voice in pan-Asian cuisine.

Challenges

Traditionally, Cobra Beer is associated with Indian cuisine, the brief is focused on pairing the beer with pan-Asian dishes. The main challenge was inspiring consumers to be bold and seek new experiences, while maintaining the brand integrity and authenticity. Secondly, to ensure that the marketing efforts reach the relevant and receptive consumer segments for both off-trade and on-trade customers.

Strategy Development

Initially working to ensure that the brand partnership was aligned to Jeremy’s brand values and identity, Ever Forwards nurtured the relationship between agency, brand and Jeremy. Fostering the collaboration and identifying additional revenue streams, the brief was subsequently expanded to include the award-winning School of Wok.

Facilitating the creative collaboration between the brand, agency, Jeremy, and the School of Wok, Ever Forwards ensured that the campaign was mutually beneficial and met the requirements of being innovative and impactful, creating compelling narratives that resonate with the target audiences. Ever Forwards facilitated the planning and execution of the activations and brand events between the agency, brand, Jeremy, and the School of Wok.

Results

The partnership enables the brand to communicate their messages to a large number of consumers simultaneously. Utilising multichannel integration to deliver a cohesive brand message across all media and social channels for maximised impact and enhanced brand recall. Launching the innovative campaign at strategic moments for maximum impact, initially a sell in video was created for the on-trade hospitality/restaurant sector. Followed by a launch event in January 2024 to off-trade buyers, hosted at School of Wok, including a cooking demonstration and Cobra Beer pairing suggestions, attended by leading supermarkets. The event is followed by in-store activations across three off trade customers during 2024. Accompanying these activations is a series of content shared across the School of Wok YouTube channel, with 500K+ subscribers, plus brand social media channels. The content includes educational, authentic videos based around an ingredient, technique or recipe and Cobra Beer pairing for a specific cuisine, bringing the audience into the kitchen. 

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