Crisps Artois scheme launched to help Hospitality Action

By Gary Lloyd

- Last updated on GMT

Crunch time: funding for licensees can order the crisps and PoS kits now
Crunch time: funding for licensees can order the crisps and PoS kits now

Related tags Budweiser Brewing Group Lager Food

Budweiser Brewing Group (BBG) has launched an initiative to donate money to Hospitality Action by giving away bags of crisps through its Stella Artois brand.

Licensees can claim free packets of crisps through ‘Crisps Artois’, which are then given to customers when they buy two pints of Stella Artois.

When two pints are purchased, one bag of crisps is given to them that has a QR code on it. When the code is scanned, a donation can be made to Hospitality Action, which will be matched by Stella Artois up to a maximum of £60,000.

Hospitality Action is a scheme that offers help, advice and support to people working in the on-trade when they suffer setbacks from physical illness or mental health issues to financial difficulty, family problems to addiction.

Free PoS kits

The scheme begins in pubs from 22 June but licensees can contact Stella now to order their free PoS kits and crisps.

The crisps aren’t just any old crisps. Stella Artois’ brewing masters broke down the flavour profile and brewing process of a pint of Stella Artois while looking at the heritage and tradition of the Belgian beer to build the flavour from the bottom up. The result is Smoked Salt and Black Garlic flavour, which it said matches the beer.

“We want to use the power of the Stella Artois brand to support pubs and bars,” said Jean-David Thumelaire, on-trade sales director at BBG. “Launching exclusively in the on-trade, the only way consumers will be able to get their hands on Crisps Artois will be by purchasing two pints of Stella Artois from their local.

“In doing so, we hope to drive consumers back into venues, encourage them to stay longer and boost rate of sale. We’ve worked tirelessly to create a packet of crisps that perfectly complements a chalice of Stella Artois and we’re confident they will be flying off the back bar.”

Not out of woods yet

Hospitality Action chief executive Mark Lewis added: “As one of the first grant-making charities in the UK to respond to the pandemic, we have been supporting pub and bar workers to overcome the financial and mental health challenges many have experienced. Unfortunately, the hospitality sector and the people who work within it aren’t out of the woods yet.

“We’re excited to continue our partnership with Stella Artois and encourage pub-goers up and down the nation to support their local.”

PoS for pubs includes ready-made social posts, displays, coasters, table toppers and font danglers to inform customers of the offer. Additionally, using geo-targeted social ads, Stella Artois will drive local traffic to nearby pubs.

To stock Crisps Artois visit​.

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