Almost Famous Chef ® Competition

The Challenge

Nestlé Waters North America needed a way to differentiate it’s two premium sparkling waters amongst fine dining chefs and retail buyers, and raise awareness with foodies on water’s ability to enhance the dining experience.

The Solution

Revelry saw an opportunity to reach chefs at all levels of their careers, creating an organic demand for S.Pellegrino® at both retail and foodservice, while simultaneously educating foodies on the impact water has on the taste of food and wine, through wine, water, and food pairings.

This opportunity came in the creation of the Almost Famous Chef ® Competition, a flexible and scale-able concept focused on bringing the emotional benefits of the brand to life while teaching the functional aspects of the product.

The competition, which has been a success for 13 years, features celebrity chef judges, top culinary schools from around the world, a VIP guest list of influencers and industry leaders, and a comprehensive marketing communications plan focused on reaching all target audiences in an authentic, meaningful way.

The S. Pellegrino Almost Famous Chef Competition has driven the entire sales ecosystem, from foodservice to the consumer.

The Results

FINE DINING CHEFS AND RESTAURATEURS:

Nearly 150 renowned chefs have participated—many coming back each year to judge or attend as a special guest. We activated our most influential brand advocates as competition judges

+90% of participating chefs feature S.Pellegrino® in their restaurants, and +60% have added its sister brand, Acqua Panna, displacing key competitors — Evian and Fiji.

CULINARY STUDENTS:

Over the past 13 years over a thousand aspiring culinarians have participated in local and finals event activities and have become passionate advocates of S.Pellegrino. Each year, past competitors volunteer to represent the brand at premier culinary events: The James Beard Awards, Aspen Food and Wine Festival, NYC Food and Wine Festival, etc.

RETAIL BUYERS:

  • Tens of millions of incremental cases of water sold.
  • 1,500 one-to-one engagements with decision makers at key customers/potential customers.
  • VIP guest lists included over 400 top executives and retail buyers from national and regional retail operators (Kroger, The Fresh Market, Whole Foods, Demoulas, Stop & Shop, Fresh Direct, Sprouts) that resulted in more than 25 new Nestlé Waters brands and products placed into distribution.

FOOD ENTHUSIASTS:

  • 500+ million media impressions.
  • 1.9 million YouTube views.