It was one short flight for a burger, and one giant promo for a Quebec-based chain.
La Belle et La Boeuf, best known for its premium burgers and signature cocktails, launched a stratospheric stunt featuring the restaurant’s Capitaine Flam.
The stunt took the brand’s burger “to new heights,” according to Shabbir Chowdhury, its marketing director. “It’s a great way for us to showcase our signature Capitaine Flam burger and demonstrate our commitment to creating unique and out of this world campaigns.”
Out of this world, indeed. With the support of Coors Light and in partnership with U.K.-based marketing-focused space agency, Sent Into Space, the Quebec burger bar chain strapped the sandwich onto a weather balloon that flew 120,000 feet into the air, before rupturing and carrying the meal safely down to Earth once more.
The effort took more than six months of preparation, a month of set-up in the U.K., and 3 hours in Montreal – all for a one hour and 40 minute flight on Aug. 15.
Photos and videos were taken from the weather balloon during the journey, Chowdhury says, and additional video footage also features interviews and explanation of the six-month prep period.
All of this is being shared across the brand’s website and social channels, while the restaurant is also running a commemorative promotion for its “Space Combo,” which features the Capitaine Flam burger and a Coors Light beer. Proceeds from each combo purchased in the restaurant through September will be donated to Les Banques alimentaire du Quebec.
