S.Pellegrino Young Chef 2020.

A global talent search to find the next S.Pellegrino Young Chef!

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.

Stirring emotion:

Enthuse and inspire tomorrow’s leading chefs, whilst creating a celebratory moment to mark the 120th anniversary.

Solution:

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.

Output

45

Pieces of aspirational editorial coverage clearly aligning the brand with fine dining, as well as 85 mentions on social media.

Outtake

172

Chefs entered the competition, with 4 making it through to the Regional Final from the UK region.

Outcome

2

Listings brokered with some of the UK’s top restaurants.