IDEA

Gastronomy has the power to change society. That's why S.Pellegrino launched the Young Chef Academy – a platform that connects talent worldwide, opens up perspectives, and shapes careers. True to the motto: Today's talented newcomers are tomorrow's star chefs. Every two years, S.Pellegrino brings together the best young chefs from around the world for a high-profile competition.

IMPLEMENTATION

Nestlé Waters commissioned Pure Perfection with the strategic communication of the competition in Germany and Austria. Our goal: maximum visibility for the event and strong anchoring in the gastronomy industry. To this end, we developed a holistic 360° communication concept that specifically engaged all relevant stakeholders over a period of two years:

• Directly addressing restaurants, young talents, and top chefs to activate the community.
• Social media campaigns, media collaborations, mailings, and trade advertisements to generate broad reach.
• Industry events and panel discussions as platforms for networking and positioning.
• Involvement of the Nestlé Waters team as corporate influencers who acted as authentic voices for the competition.
• Collaborations with content creators from the catering industry who generated media attention with exclusive insights.

Highlight: The regional preliminary round for Germany and Austria in Cologne in fall 2024 – a top culinary event. The Pure team was there live, managing social media coverage, coordinating content creators, and accompanying journalists and TV crews throughout the day.

CONCLUSION

With our tailor-made communication, we established the S.Pellegrino Young Chef Academy Award as a top event in the industry. Exciting stories, first-class content, and maximum media presence – across all relevant channels.

QUICK FACTS

• 360° communication strategy with comprehensive stakeholder involvement
• Event-accompanying communication for maximum reach
• Content and social media management for real-time engagement