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 have all now become associated with the Young Chef Competition, in turn attracting the restaurant world’s brightest young things.
A media partnership with key trade title, 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 and secure profiling coverage of the Young Chef finalists and their Michelin-starred mentors.
In parallel to the competition, Stir worked closely with the brand’s sales team to run a Chef Ambassador Programme. Setting up meetings to secure listings in the UK’s top restaurants, the Ambassador Programme drove further advocacy in the hospitality trade, keeping S.Pellegrino firmly on track to realise its business objectives.