GREENWICH, CT: The Perrier Group has given Lewis & Partners (L&P) a
$600,000 PR, events, and sponsorship management account for its
sparkling water San Pellegrino.
Ogilvy had been Pellegrino's PR agency, but Perrier wanted a PR firm
with more experience in the restaurant business, said Elena Paraskeva,
marketing manager, international brands, at Perrier. Between 60% and 70%
of L&P's efforts for the brand will focus on the restaurant
In the past, L&P has handled PR for the food service businesses of
Nestle and Tropicana, as well as advertising for Perrier Group, said
David Orchard, the firm's PR director.
Selling mineral water to restaurants has become more competitive in
recent years, as lower-priced brands have tried to buy market share.
"Our product is a premium one, and we don't want to play the price
game," said Paraskeva.
Pellegrino will use PR to show restaurant owners that carrying the brand
can increase customer traffic and spending per meal.
L&P is already working on elements of Pellegrino's PR campaign,
including a contest for student chefs, a waitstaff training CD that will
be offered to restaurants, and a pilot program in LA where Lewis will
handle PR for new restaurants that agree to carry Pellegrino.