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Negra Modelo beer will complement the forthcoming ninth season of Chef Rick Bayless’ Emmy-nominated series, “Mexico: One Plate at a Time,” with the debut of the brand’s first-ever television advertising.
Two new spots, “Judged” and “Meals,” highlight Negra Modelo’s premium quality and unique ability to pair well with a variety of meal options, particularly the Latin flavors that Chef Bayless (pictured right) uses to create his dishes. The new season premieres Saturday, May 4, on PBS and features Bayless incorporating the unique styles, culture and flavors of Mexico into his cooking.
“Negra Modelo is the lead brand in our robust partnership with Chef Bayless because of the brand’s strong history with quality cuisine,” said Jim Sabia, chief marketing officer for Crown Imports, Negra Modelo’s U.S. importer. “Our new creative for Negra Modelo showcases how the beer pairs so wonderfully with food, which is reflective of Chef Bayless’ culinary approach.”
The partnership between Crown Imports and Bayless includes sponsorship of “Mexico: One Plate at a Time,” as well as Negra Modelo appearing alongside Bayless' Frontera-branded lineup of salsas, grilling sauces and organic chips for a national promotion. Crown Imports and Bayless will also introduce branded food pairings and recipes later this summer which will be featured across brand social media channels.
Crown Imports distributes and markets the Modelo portfolio across the entire U.S., including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.