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Home | Our work | Krug: Rice, Stars, and Champagne: Krug’s Singular Culinary Journey

Krug

Krug: A Singular Culinary Journey with Rice, Stars and Champagne

Krug, the heritage champagne house, continues its tradition of honoring individuality with an annual culinary celebration centered on a single ingredient. In 2023, rice was chosen as the focal point, inviting chefs from around the globe to reinterpret it through local lenses and Krug’s distinct culinary perspective. This immersive and participative initiative served both as a creative challenge and a celebration of international culinary artistry.
Industry
Luxury
Business line
Creative Performance
Practice
Performance Marketing
Case study
Krug

Krug, the heritage champagne house, continues its tradition of honoring individuality with an annual culinary celebration centered on a single ingredient. In 2023, rice was chosen as the focal point, inviting chefs from around the globe to reinterpret it through local lenses and Krug’s distinct culinary perspective. This immersive and participative initiative served both as a creative challenge and a celebration of international culinary artistry.

Context

Since its inception, Krug has cultivated a reputation for exclusivity and craftsmanship. To renew its appeal among younger, global audiences—particularly those who view champagne as an occasional luxury—the brand sought to modernize its image without compromising its core values. Building on its “Krug x Single Ingredient” series, the 2023 campaign expanded the concept with more personal storytelling, deeper culinary partnerships, and an emphasis on multi-platform content. The choice of rice, a universal and culturally diverse staple, offered the ideal narrative medium.

Our Ambition

We aimed to strengthen Krug’s desirability and cultural relevance by creating a content-driven, participatory celebration that united global chefs around one humble yet powerful ingredient: rice.

Our approach

We supported Krug’s creative and strategic ambitions through a multi-layered campaign, combining global storytelling with local execution:

  • Filmed and produced 11 intimate chef portraits across 9 countries, showcasing local interpretations of rice.
  • Facilitated the creation of original culinary pairings with Krug Grande Cuvée 167ème Édition.
  • Coordinated a series of thematic culinary challenges such as “Tous en Rizthme” and “Passage au Vert,” involving all chefs of the Krug Ambassades network.
  • Published Krug’s first collaborative recipe book, Rice Here Right Now, featuring contributions from 25 nationalities and chefs awarded 75 Michelin stars collectively.
  • Activated the campaign across multiple digital touchpoints through a strategic mix of organic and paid social media, audiovisual content, and influencer collaborations.

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Our Results

This iteration of “Krug x Single Ingredient” elevated the brand’s culinary associations while reinforcing its global network of chefs. It deepened Krug’s emotional resonance and succeeded in engaging a new generation of champagne lovers through meaningful content and participation.

11
chefs filmed across 9 countries
25
nationalities represented, totaling 75 Michelin stars
1
collaborative cookbook launched: Rice Here Right Now
+20
million impressions across campaign platforms
+80000
interactions on social media