We inserted Guinness into GB food culture with a multi-channel campaign, The Guinness Kitchen. By aligning the drink with food, we broadened consumer’s perception of the Guinness moment and unlocked new occasions for the brand. The campaign kicked off with social and a travelling food truck with a menu developed with the support of UK chef, Robin Gill. To ensure maximum reach and engagement we designed a fully integrated campaign that spanned on and off trade, OOH, at home occasions and supper club partnership.