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CHICAGO -- In its first-ever television advertising, Negra Modelo beer is pairing well with the ninth season of celebrity chef Rick Bayless’ Emmy-nominated series, "Mexico: One Plate at a Time. "
The brand's two 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 Bayless uses to create his dishes. The new season of the show premiered May 4 on PBS and features the chef 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 Chicago-based Crown Imports LLC, 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."
In addition to its sponsorship of the series, "Mexico: One Plate at a Time," the partnership between Crown Imports and Bayless also includes Negra Modelo appearing alongside Bayless' Frontera-branded line 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 various social media channels.
Crown Imports, a 50-50 joint venture between Grupo Modelo S.A. de C.V. and Constellation Brands Inc., distributes and markets the Modelo beer portfolio across the United States, including Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria.