This past November, the winners of The Drink Business Asian Awards 2020 were announced, and Marques de Casa Concha was highlighted as the Best Social Media Campaign of the year.
The “Battle of Chefs” campaign took place throughout China, with the grand finale in Shanghai. Chefs from 18 restaurants in Beijing, Shanghai, Guangzhou and Shenzhen were invited to create two special dishes that would pair with the red and white wines in the Marques de Casa Concha portfolio.
For one month, the people who visited the restaurants had the chance to rate their favorite dishes on a mini-website dedicated to the campaign. The five best rated chefs were selected for the final competition in Shanghai, where they competed by demonstrating their culinary skills to a panel of judges and 40 media outlets and influencers.
Yang Zhansheng from The Home Beijing won the competition and was awarded a trip to Chile, where he learned not only about the brand’s terroirs, but also prepared three menus at the Marques de Casa Concha winery for 12 restaurant chefs, media representatives and the brand’s winemaker.
The campaign generated a total of over 8.8 million impressions, and more than 3,000 consumers rated the dishes on the website. The campaign was a clear example of how a wine brand can get consumers involved through digital media, converting that commitment into an offline experience with the support of its business partners.
