Our brief was to build on S.Pellegrino’s Young Chef competition for 2019 with an added mission – to promote the brand’s 20th Anniversary too.
Our client knows that the best way to engage chefs is to challenge them. And to give them a platform to excel, and win. The way to do this was to facilitate a competition to win a prestigious accolade while fostering an intimate relationship with this premium drinks brand.
THE STIR WAY:
We borrowed equity from a series of high-profile chefs and produced a MasterChef-style competition moment, hosted by Giles Coren. Showstopper creations were developed by entrants and judged by an esteemed panel of globally-renowned chefs, including Monica Galetti and Adam Byatt. By including key chefs in the brand’s celebratory anniversary dinner, it also enabled our client to introduce them to other influencers, chefs and journalists and cement the brand’s place in the fine dining world.
THE HEADLINE RESULTS:
The competition had a RECORD 172 UK ENTRIES with four making it to the regional final. Press outreach garnered 45 PIECES OF COVERAGE, with 85 MENTIONS ON SOCIAL MEDIA. The success of this activation led to NEW LISTINGS with top British restaurants.