Stella Artois
Uncomfortable Food

According to data, 96% of home kitchens in Brazil are led by women,
while only 7% of award-winning restaurants are run by them
(IBGE / Chefs Pencil).

This disparity caught the attention of Stella Artois, which, in partnership with chefs from all over Brazil, launched a menu that transforms the discomforts experienced by women in gastronomy into original dishes

“Uncomfortable Food”: an initiative to take gastronomy out of the comfort zone.

We have used "comfort food" to highlight this social issue through "Uncomfortable Food", a term that reflects the barriers they face.

Renowned chefs from across the country came together to bring this gastronomic experience to life – each dish is a reflection of the current gastronomy scenario and an invitation to change, focusing on three main pillars: visibility, recognition, and training.

During an exclusive dinner event, the chefs presented their creations, showcasing how essential uncomfortable foods can be.

The launch dinner, where the menu was unveiled, was a huge success.

In addition to the expanded menu, which could be tried in differents parts of Brazil, other delightful dishes were also created.

The movement spread even further: our chefs were spotted all over the country, demonstrating that the present of gastronomy is female.

The gods of food are different, huh?
CW: Júlia Calais, Igor Moura
AD: Tiago Pinheiro, Beatriz Sotero, Henry Kage

CEO/CCO: Felipe Simi
ECD: Rafael Ziggy
Group CD: Erick Mendonça
CD: Nayara Lima, Gabriela Moura

my role: concept, copywriting