S.Pellegrino.

Localising a global platform to bring to life S.Pellegrino’s brand values

CHALLENGE.

Launch the Young Chef competition in its inaugural year, looking to establish the brands fine dining credentials.

OUR APPROACH.

In order to establish credibility of the competition, Stir recruited high-profile chefs through the agency’s talent network. Clare Smyth MBE, Olly Dabbous, Claude Bosi, Dan Doherty, Angela Hartnett and Phil Howard.

A media partnership with, Restaurant, was established to recruit entrants, whilst a live UK final, tapping into the MasterChef pop-culture, provided an opportunity to bring consumer press on the journey.

In parallel to the competition, Stir worked closely with the brand’s sales team to run a Chef Ambassador Programme. Securing listings in the UK’s top restaurants, keeping S.Pellegrino firmly on track to realise its business objectives.

IMPACT.

Delivering 120 pieces of editorial coverage positioning the brand as aspirational and clearly aligning with fine dining – growing the S.Pellegrino brand ahead of the UK sparkling water category.