Negra Modelo, a dark, Munich-style lager that is brewed and bottled in Mexico, on August 22 held the Negra Chef Challenge at the Palace Ballroom in Seattle, WA. The luncheon cooking event was followed by an evening food-centric Twitter chat, #FoodieChats, also sponsored by Negra Modelo.
More than 50 local chefs and restaurateurs from targeted Negra Modelo accounts and local media joined chefs Rick Bayless and Tom Douglas for cooking demos and conversation about Mexican cooking. Bayless and Douglas challenged the chefs in attendance to create their own dishes that would pair well with the brew and feature those signature dishes at their own establishments. Attendees tasted recipes such as pulled pork tacos from Chef Bayless, received cooking tips and sampled Negra Modelo.
During the two-hour foodie chat, Bayless interacted with local bloggers and tweeted with hundreds across the country about Mexican cuisine, cooking techniques, recipes and Negra Modelo. #FoodieChats trended No. 1 in the world at the time and tweets reached more than 25 million on Twitter.
“Negra Modelo is the lead brand in our partnership with Chef Bayless because of the brand’s strong history with quality cuisine,” Santiago Gallo, brand director at Negra Modelo, told Buzz. “Partnering with Chef Bayless and #FoodieChats provides a platform to highlight Negra Modelo’s pairing ability with Mexican fare.” Agency: Legacy Marketing Partners, Chicago.