Negra Modelo is well-suited for food pairing and preparation but lacks awareness among local chefs. To showcase its versatility, Legacy held a Chef Challenge event where Rick Bayless and Tom Douglas created Negra Modelo-inspired dishes for chefs and bloggers. This successful event generated over 1.35 million social media impressions and increased awareness of Negra Modelo among chefs and foodies.

1. The flavor profile and tasting notes of Negra
Modelo provide a perfect pairing with food and in
food preparation, however a lack of awareness,
education, and inspiration with the brand’s ideal
audience—local chefs—has limited the use of
Negra Modelo in this capacity.
To illustrate the brand’s versatility as an
ingredient in food preparation, Legacy leveraged
the brand’s relationship with Chef Rick Bayless
to target local Seattle account chefs and
management. We produced a Chef Challenge
event, where Chef Rick Bayless worked alongside
his old-time friend and Seattle icon, Chef Tom
Douglas. Event attendees included local account
chefs and management, along with influential
food bloggers. Each chef prepared a special dish
incorporating Negra Modelo, for which all the
guests were able to sample. The chefs further
educated the guests on the value of the brand
as a tool in food preparation. Following the Chef
Challenge, media bloggers and #FoodieChat
followers worldwide, digitally engaged with Chef
Bayless in an exclusive feature of #FoodieChats,
a weekly Twitter hashtag chat.
» #FoodieChats trended #1 in the world at the
time of Negra Modelo + Bayless #FoodieChats
» #FoodieChats tweets reached
1.35 Million users
» #NegraChefChallenge tweets reached
539,141 Million users
CHALLENGE
SOLUTION
SUCCESS
THROUGH
FOODIES