Stella Artois Légère, which is distributed by Labatt in Canada, is pitting Toronto neighborhoods against each other in its latest campaign, taking to the streets and handing out samples, then asking consumers to go online to its Facebook page and vote for their area to win a block party sponsored by the brand, Stella Artois marketing manager John Robinson tells MiC.

“We knew we needed to do something different and wanted to ensure we were getting where the target consumer was going,” he says. “By doing portable sampling we knew we could very efficiently target who we wanted to try Stella Artois Légère.”

The campaign, which launched last week and runs until July 9, is being promoted with a OOH Facebook page push with media by the Toronto office of UM Canada and creative by Toronto-based Grip Limited.

Stella Artois Légère’s six sampling teams will visit festivals and events around Toronto, including the Riverside Arts Festival, NXNE, Taste of Little Italy and Toronto Pride, says Robinson.