Birell rejects meal pairing stereotypes
Once again, Birell takes on a familiar topic—challenging stereotypes and encouraging people to be more open-minded. Today on the menu: mealtime!
Birell treats every campaign as an opportunity to challenge the category, and this brief was no different. Our task was to spotlight stereotypes around drink choices with meals and show that food tastes best when you choose what you love. This time, the campaign strengthens Birell’s connection to dining occasions, reinforcing its role as a natural and versatile choice for any meal.
We wanted to connect the brand with one of the biggest consumption occasions—mealtime—in a lighthearted way and show that our wide range truly offers something for every dish. Oliver Jáchymovský, Senior Brand Manager, Birell
Returning to the creative platform “We’re all in the same boat”, the campaign once again takes us aboard the Birell boat, where our protagonists navigate a variety of mealtime moments—from a barbecue to an unexpected home delivery. No matter what’s on the menu, there’s always a Birell close by, perfectly complementing everything from classic Czech dishes to burgers and even sushi. The campaign also marks the debut of the brand’s most popular flavor, Pomelo/Grapefruit, in a sleek new transparent glass bottle.
Lager with svíčková, a cola with a burger... Even here, stereotypes and ingrained expectations come into play. Our job with every campaign is to highlight the absurdity of how we box ourselves into set patterns. Dragan Vekić, Senior Copywriter VCCP