Tasked with the creation of a campaign that would define Martell in key consumption occasions with food and faced with the challenge that cognac is not usually enjoyed with meals, the ambition of Perfect Pairing by Martell was to introduce both the complexity of the flavour pairing possibilities and, the simplicity of the joy of cognac with food.

Through 11 dining partnerships with leading F&B outlets the likes of Chinoiserie, Good Graces and Corduroy Palace, the Martell pairing menus invited consumers to both taste the abundant nuances of flavour pairings and enjoy a meal with cognac across diverse cuisines — made possible by the culinary expertise and creativity of the restaurant partners.