Objective: Evolve an established credible competition platform to re-engage and excite a distinct audience.
S.Pellegrino wanted to build on the success of previous Young Chef competitions to further enhance its association with food and more specifically fine dining, whilst also promoting its 120th Anniversary.
Insight:The cheffing world is fiercely competitive, with individuals seeking external affirmation, accolades and recognition to help advance their careers.
Enthuse and inspire tomorrow’s leading chefs, whilst creating a celebratory moment to mark the 120th anniversary.
The fourth year working on the campaign meant that the bar needed to be raised, so the agency borrowed equity from a series of high-profile chefs and produced a MasterChef-style competition moment, hosted by Giles Coren. Showstopper creations were created by entrants and judged by an esteemed panel of globally-renowned chefs, including Monica Galetti and Adam Byatt.
Generating additional cut-through, an immersive celebratory anniversary dinner was held to emotionally engage media, influencers and chefs alike.