Stella Artois drops NFT fried chicken recipe to support struggling restaurants

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Yes there is a shortage of chicken wings. But that doesn’t stop Stella Artois from celebrating National Fried Chicken Day with an NFT drop.

On Tuesday, the Anheuser-Busch brand unveiled an NFT collection, working with the James Beard Foundation, digitizing Chef Marcus Samuelsson’s recipe for Fried Yardbird, the chef’s popular chicken recipe.

The collection, which includes a digital file of Fried Yardbird’s recipe, a video revealing tips, tricks and rituals told by Samuelsson and a private dinner for two at Red Rooster, the chef’s famous restaurant in Harlem, will be auctioned for raise funds for the James Beard Foundation Food and Beverage Investment Fund for Black and Native Americans.

Donations will support restaurants threatened with permanent closure due to the pandemic.

“After an extremely difficult year for restaurants, Stella Artois has focused on continuing to support local restaurants to not only ensure they can reopen, but stay open for the long term,” said Lauren Denowitz, responsible for communications and creation at Stella Artois via e-mail. “We’ve seen NFTs really take off across all industries and we were excited to bring them into the culinary industry as a new and innovative way to help take the pressure off restaurants. ”

In addition to the collection, led by Pereira O’Dell, AB InBev and 3PM’s in-house draftLine agency, a group within Weber Shandwick, Stella Artois has deployed Open for Good, an aluminum bottle available in restaurants and the bars. A portion of the proceeds from each bottle sold will go to the James Beard Foundation’s Open for Good fund.

Stella is also sponsoring Christie’s Auction House 2021 Art & Tech Summit: NFTs and Beyond, a one-day event on July 15 that focuses on the impact of emerging technologies on the art world. Samuelsson will speak at the Stella NFT Project event and how the culinary arts can embrace the digital world.

Stella Artois previously worked with the James Beard Foundation and Marcus, most recently for the Stella Sessions @Home campaign, in which the brand offered home cooking classes to diners.

“As we were planning this NFT, we knew we wanted it to be an iconic recipe,” Denowitz said. “Chef Marcus Samuelsson’s Fried Yardbird isn’t just that, it’s incredibly delicious. As one of the most popular dishes at his famous restaurant, it seemed natural for NFT to have this dish. ”

This story first appearance on campagnelive.com.


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