Are you a real foodie?

Objective

S. Pellegrino sought to strengthen its positioning within food culture and the fine dining market by tapping into the growing 'foodie' trend. The brand aimed to rebuild its presence in premium dining establishments through an engaging digital community that would transform consumers into brand ambassadors and establish S. Pellegrino as a lifestyle brand beyond just a beverage.

Solution

An interactive digital platform launched in March 2015 where food enthusiasts uploaded photos of their favorite dishes to create an ever-growing 'Infinite Table' visible in real time. Users earned 'foodie points' through sharing and uploading content, which unlocked exclusive premium content—recipes, cooking tips, and personal notes—from celebrity chefs including Daniel Humm (Eleven Madison Park), Virgilio Martínez (Central, Lima), and Mauro Colagreco (Mirazur). The platform featured a dynamic measuring tape tracking table length, a world map to browse dishes by geography, and was optimized for mobile, desktop, and tablet. Available in four languages (English, French, Italian, German), it integrated social sharing via Facebook, Google+, and Twitter.

Results

The campaign earned FWA Mobile of the Day recognition in 2015. S.Pellegrino released limited-edition commemorative bottles to commemorate the project, available in select retailers starting in November.