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La Belle et La Boeuf sends burger to near space

Montreal-based restaurant chain La Belle et La Boeuf has begun a marketing campaign in collaboration with Molson Coors. Earlier this month, the two companies sent a Captain Flam hamburger and a Coors Light beer to an altitude of 36.5 km via a weather balloon using the services of UK-based Sent into Space.

“We are excited to take our burgers to new heights,” said La Belle et La Boeuf marketing director Shabbir Chowdhury. “It is a great way for us to showcase our signature Captain Flam burger and demonstrate our commitment to creating unique and out of this world campaigns. This once in a lifetime opportunity will be documented through photos and videos taken from the weather balloon during its flight up into the sky. The video footage will also feature interviews and explain the six months preparation it took our team.”

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