S.Pellegrino Young Chef Award

This case study explores how San Pellegrino, the soft drinks brand, increased global visibility and sales through an extension of its long association with fine dining: the San Pellegrino Young Chef Award.

S.Pellegrino Young Chef Award

Campaign details

Brand: S.PellegrinoAgency: Ketchum Public RelationsCountry: Italy

Background

After experimenting with several types of international event sponsorships, S.Pellegrino wanted to create one single global initiative that would elevate its image as an international trendsetter.

S.Pellegrino decided to reset the table to help develop young aspiring chefs struggling to get a break amid the most fiercely competitive field ever. With so few opportunities for so many seeking to launch their careers, S.Pellegrino stepped into the kitchen void with a global competition-based integrated campaign to help launch the world's next generation of...

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