The style, the taste. An activity with a strong aspirational component, which has been able to bring together several conceptual spheres: the products, their emotional flow, as well as the S. Pellegrino Young Chef Academy, a gastronomic competition that allows talented young chefs to establish themselves in the world of catering.
In order to engage consumers, we focused on an elegant imagery, in line with the brand’s values, even before than on the prizes up for grabs.
In the key visual developed by ATC, the naming of the contest "Become a star yourself" precedes the display of a Chef's Kit and a Bartender's Kit; the two weekly prizes, linked to both S.Pellegrino and Sanpellegrino beverages worlds, are enclosed in elegant circular shapes that recall the unique sparkle of the two brands, accompanied by a baseline that invites you to "highlight" your talent.
Skillfully balanced chromatic nuances switch between the brand colours using bright shades, as in the device integrating the communication of the final draw: a weekend with a dinner by the 2022/23 Italian winner of the S.Pellegrino Young Chef Academy.
The agency took care of all the assets for the grocery channel communication, creating the dressing of the bundles as well as the different BTL materials designed for in-store glorification, including a standing display unit, an elliptical totem and an arch.
