The “Battle of Chefs” campaign, which sought to generate brand exposure in traditional and digital media, won the award for best social media campaign with over 8.8 million impressions.
Just a few days ago, The Drinks Business Asian Awards 2020 announced its winners. In their eighteenth year, these awards have become one of the most respected international organizations in the alcohol industry. This year, Marques de Casa Concha won the Best Social Media Campaign of 2020 category for the “Battle of Chefs” campaign.
This event took place all over China, with a grand finale in Shanghai where chefs from 18 restaurants in Beijing, Shanghai, Guangzhou, and Shenzhen participated, creating two unique dishes paired with the red and white wines of the Marques de Casa Concha portfolio.
For one month, people who visited the restaurants could rate their favorite dishes on a mini-site dedicated to the campaign. The top five chefs were selected for the final competition in Shanghai. They competed against each other by demonstrating their culinary skills to a select panel of judges and 40 local media and influencers.
Yang Zhansheng from The Home Beijing restaurant won the competition. The winner’s prize was a trip to Chile, where he learned about our brand’s different terroirs. He also led a three-dish tasting dinner with Marques de Casa Concha for 12 restaurant chefs, media, and Marcelo Papa, the brand’s winemaker.
The campaign generated more than 8.8 million impressions, and more than 3,000 consumers rated the dishes on the mini-site.