Mercure x Top Chef, a 360 marketing campaign

Mercure partners with Top Chef to highlight local inspiration, chef excellence, and launches a 360° campaign.
Edition
2022
Competition
Corporate awards
Type
Winner
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Applied to:

Best Marketing Initiative

This award recognizes a marketing program that has successfully enhanced and promoted a brand, a group or a concept/product through innovative initiatives, tools or partnerships. The marketing initiative must demonstrate a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations.  

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* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.

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The project:

Mercure's Marketing Strategy: Partnering with TOP CHEF

As part of its marketing strategy, Mercure sponsored the popular TV program TOP CHEF, broadcasted from February 15 to June 15, 2022. This partnership aimed to highlight Mercure's locally inspired positioning by showcasing its diverse restaurants and the expertise of its chefs, who emphasize local and seasonal cuisine.

360° Marketing Strategy:

  • TV Sponsoring: Over 18 weeks, 18 different billboards were aired on Prime Time every Wednesday, featuring 18 Mercure chefs in their restaurant settings. This resulted in 396 broadcasts, 922 GRP, and 62 million viewers, enhancing Mercure's visibility.
  • Digital Sponsoring: A 19-episode web series, "A Table avec les Chefs Mercure," was produced and aired on 6play, generating 233,000 views and 14.5 million impressions with a 70% completion rate.
  • Social Media & Influence: Special activations on Twitter, Instagram, LinkedIn, and Facebook resulted in 40 million impressions, 8 million video views, and 1 million interactions, increasing Mercure's social media following in France.
  • Press Relations & Influence: Press conferences and releases led to numerous articles, radio interviews, and social media mentions, enhancing brand awareness.
  • Events: 11 Masterclasses, co-hosted by a former Top Chef candidate and a Mercure chef, offered unique experiences to customers and employees.
  • In-Hotel Experiences: Activities and contests were held in all Mercure hotels and restaurants. Special breakfast products chosen by Top Chef candidates and staff wearing "Mercure & Top Chef" aprons enhanced the guest experience.

Results: A post-campaign test by Harris Interactive confirmed the partnership's effectiveness, showing good visibility, positive impact on brand image, and increased brand consideration. Enthusiasm among employees was high, with strong involvement throughout the campaign. The partnership provided a dynamic boost to the brand and improved the image of catering jobs.

Given the excellent results, Mercure plans to renew the Mercure x Top Chef 360° marketing campaign in 2023.

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