Cusqueña is the only Peruvian beer brand with 5 different flavors that pairs perfectly with Peruvian food. Peruvian gastronomy is a mayor component of national pride since it is celebrated worldwide. We needed to conquer the food paring territory by creating a strong bond between the brand and Peruvian gastronomy.

Even though Peruvian food is recognized everywhere and have won many global awards, the main gastronomic guide of the world - The Michelin guide - haven't entered Perú yet. We saw this fact as an opportunity to make a strong statement and highlight how good Peruvian gastronomy is and how good it pairs with Cusqueña.

Even though Peruvian Gastronomy is recognized worldwide, a mayor component of national pride, there are no Michelin star restaurants in Perú. Cusqueña, the Peruvian premium beer that pairs perfectly with Peruvian cuisine, brought a little justice to the matter. Since the are no Michelin star restaurants in Perú but many Michelin tire shops, we turned one into a Michelin star like pop up restaurant. We hired a brought from Spain, Chef Victor Gutierrez, the first Peruvian to ever win a Michelin Star abroad. He designed a menu with Peruvian ingredients and techniques to pair with Cusqueña in a premium gastronomic experience. He presented every course he prepared to the audience as he would on a Michelin star restaurant. The restaurant opened its doors to the general public and gastronomy key opinion were leaders also invited. Press took interest and did a full coverage of the stunt.

Peruvian gastronomy is one of the most important components of national pride, it has been awarded several times and it is recognized worldwide. So we needed to prove that even though there are no Michelin stars here, we are as good in order to connect our target, seamlessly conquering the territory of food pairing with our brand. The desired audiences were in between 25 to 40 year old high and mid income adults. Digital natives, very proud of they origins and local culture, specially their cuisine.

People were free to register in the brand’s website using the standard DDBB entry, agreeing to have their data stored for commercial intent.

We used free press, kindly provided by interested media outlets who willingly covered all the PR stunt, and buy regular media ads clustered by two types of audiences: loyal fans of the brand, and people who were interested in gastronomy.

We rented a Michelin tire shop to create our stunt. We designed a fully operational top notch restaurant among tires and tools. Art directors and interior design experts had the challenge to recreate a place that had the standards of a Michelin star restaurant but also keep the essence of the original tire shop it was placed in. Chef Victor Gutierrez, the fist Peruvian to win a Michelin star abroad, came all the way from Spain to design the menu using Peruvian ingredients and techniques. The stunt was advertised as the first Michelin star restaurant on Perú weeks before it opened its doors so national press took interest. Gastronomy key opinion leaders were also invited to maximize the impact on social media. Once the restaurant was activated, it was a success on social media and media coverage, making ten times the original investment in free press.

We increased ten-fold our media investment, in free press alone.

We reached more than 3.5 million people across all media with a 100% positive sentiment towards the brand and the action.

340k sessions in the brand’s website for the action alone, an all-time record.

The TV show that was kickstarted by this PR stunt was one of the top 10 most watched shows on prime time during its whole season.

Sales sky-rocketed with an increase of +56% vs a pre-pandemic year

And the brand achieved an all-time sales record in its over a hundred year history.