The Challenge
For several years, Nestle Waters has engaged Polaris Public Relations to raise awareness for the S.Pellegrino Almost Famous Chef Competition, in which culinary students battle for a chance to compete and be judged by nationally renowned chefs. Polaris was tasked with the challenge of sparking Canadian interest in up-and-coming student chefs by securing meaningful local, regional and national media coverage.
Polaris PR Strategy
To maximize exposure of this event, Polaris PR engaged food and drink bloggers in a competition; the winner would emerge as a judge at the Canadian Almost Famous Chef Competition event. To attract interest from the “foodie” target market, we shared student recipes with key media and blogger influencers, to spread the word about the competition.
Polaris recommended introducing a People’s Choice winner in addition to the overall Canadian regional winner, to capture the hearts and emotional engagement of consumers. Prior to the competition, we created compelling background stories and bios of the young chefs that were shared with media, resulting in numerous interviews. When the Regional Winner and People’s Choice Winner were announced, we approached media and bloggers to drive further coverage.
Contact us at 416.597.1518 or email Polaris Public Relations for more information on our media and blogger relations services.
