The “Uncomfortable Food” action was created and executed by Soko and is part of the brand’s initiative, Juntas na Mesa
Stella Artois, based on a survey commissioned by Ipsos that showed that gender inequality is also present in restaurant kitchens, transformed the discomforts faced by women who work in these environments into dishes, with the “Uncomfortable Food” campaign.
Created and executed by Soko, the action also features a film, directed by Georgia Guerra-Peixe_Joca, to present the initiative.
Despite their challenges, it is the passion that drives these women. We used the term comfort food, recognized in gastronomy to talk about cozy food and affection, to portray this social tension through Uncomfortable Food, a term that refers to the barriers they face, explained Nayara Lima, Creative Leader at Soko .
The movement won the endorsement of chefs Bela Gil, Ktia Barbosa, Andressa Cabral, Bel Coelho, Cafira Foz, Bruna Martins, Kalymaracaya Nogueira, Amanda Vasconcelos, Michele Crispim and Nara Amaral. The team’s union gave rise to a gastronomic experience where each dish co-created by the professionals brings a reflection on the current scenario of gastronomy and an invitation to change.
The action will reach restaurants in different parts of Brazil through a gastronomic circuit in which, for a month, each establishment will have a start date for a new – and limited – dish “Uncomfortable Food” on the menu.
The project is part of the Juntas na Mesa initiative, a long-term social transformation platform created by the Ambev brand to promote gender equity in gastronomy, increasing the role of women and fostering female entrepreneurship.
With Juntas Na Mesa, we want to mobilize society on a journey with Stella Artois to offer a gastronomy with more female protagonism. We did the research to get to know in depth the pains and challenges of these women in the gastronomy market and we will act to propose a change to this reality, especially on the visibility, training and credit fronts, said Stella Artois marketing director, Mariana Porto.
The project is in line with the commitment of Stella and Ambev, who work for gender equity and in the fight against issues such as machismo, objectification of women in the beer world, homophobia and racism.
