S.Pellegrino is looking for authentic foodies with its upcoming, first-ever 360-degree campaign.

In April, the Nestlé brand will roll out its globally-adpated “Are you a real foodie?” program, which will feature themed bottle labels and case packaging, in-store POS (some of which is unique to Canada), a print and digital media buy, a microsite and a contest encouraging consumers to upload an image of their favourite dish to win a trip to Italy, with a secondary digital Wi-Fi camera prize. Agency partners include OneMethod for digital, Dacs Marketing & Sponsorship on promotion and Group M for media.

Deepening its ties to food culture, S.Pellegrino is tapping into the trend of food photos, says Jennifer Semley Robert, marketing manager for international brands, Nestlé Waters Canada. The brand has worked to establish its foodie positioning in the culinary world, including cooking event sponsorship and a branded content push around a Canadian chef it sent to the S.Pellegrino Cooking Cup in Italy, but this is its most significant effort to reach consumers more directly.

The program targets a 35- to 45-year-old demo, which is a bit younger than S.Pellegrino’s typical 45- to 55-year-old target, in an effort to draw in new consumers, she says. The program, dubbed a “big brand event,” is a chance to generate brand awareness (which sits at about 50%) and ultimately consideration and trial.

“Are you a real foodie?” also comes at a time when sales traditionally increase, says Semley Robert. Shoppers tend to pick up sparkling water during Easter, Thanksgiving and Christmas because they entertain guests at home.

“We’re following the heels of Easter and early spring, and really going to amplify that timing when the brand is more front and centre in the minds of consumers.”

The brand and sparkling water as a category are both on the rise, according to Semley Robert. Nestlé launched its Pure Life Sparkling in 2013, while its Perrier positions itself around refreshment, targeting a younger demo than S.Pellegrino. Recent efforts for Perrier include limited-run packaging created by street artists and a pop-up playground.