Client:

S.Pellegrino

Agency:

Io digital

#Gastronomy #EOYCampaign #BrandAwareness 

EVERY TABLE DESERVES A STAR

S.Pellegrino celebrates the end-of-year season by revealing that Michelin-starred culinary excellence isn’t reserved for restaurant kitchens. This campaign captures the intimate moment when Belgium’s most celebrated chefs bring their passion home, proving that every table, no matter where it stands, deserves a star.

Key visuals

Two Michelin-starred chefs agreed to open their home kitchens: David Martin & Viki Geunes. Both stories capture the universal truth that great cooking is about connection, not just technique.

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Online Video

Director Dirk Domen and DOP Piet Deyaert brought cinematic precision to the intimate world of home cooking. Each film plays with expectations, opening on extreme close-ups of culinary craft before revealing the warm surprise: we're not in a starred restaurant, but in a family kitchen. The narrative tension builds through the chefs' voiceovers until a child's hand or a partner's smile delivers the emotional reveal. Each film closes with an organic match cut, traveling into the red star on the S.Pellegrino bottle.

Full-Funnel Strategy

The campaign activated across TV, cinema, connected TV and digital platforms during the end-of-year period. Video formats ranged from 6-second bumpers to 20-second cinema spots across YouTube, Meta and Pinterest. Social drove reach and engagement, Google Demand Gen built consideration, and Meta traffic campaigns converted during the Colruyt promotional phase. Print ran in major Belgian newspapers while OOH focused on high-impact JCD retail environments.

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Results

Multi-channel TV, Cinema, Print, Digital & OOH activation

1.3M+

Unique users reached

66%

Reach across digital platforms