“The gastronomic revolution lives on in Barcelona”

New Catalan cuisine as a tourist attraction
2022

This international campaign highlights the pioneers of the Catalan culinary revolution along with their heirs. Thanks to all of these groundbreaking chefs, Catalan cuisine is a tourist attraction in Barcelona today and will continue to be one for many years to come.

For Turisme de Barcelona

Twenty years ago, Catalonia kicked off a culinary revolution and reinvented haute cuisine. The culinary revolution is still alive and well today with a generation of new chefs who are promoting creativity in the kitchen and turning Catalan cuisine into a new tourist attraction.

We created a global campaign that focused on Catalan haute cuisine as a driver for quality tourism in Barcelona.

Gaudí, Miró and first-class cuisine

Barcelona Tourism wanted to encourage high-quality tourism and revitalize the restaurant sector after the Covid-19 pandemic.

On the other hand, the magazine CUINA, a part of our communication group, has been the standard bearer of the motto “the gastronomic revolution lives on” over the last twenty years, highlighting the rightful heirs of the first Catalan culinary revolution.

Our proposal was a campaign that combined these two elements and recognized the nonconformist and revolutionary spirit of two generations of chefs. This generational change ensures that Catalan haute cuisine remains more alive than ever and solidifies its position as a great tourist attraction.

Revolution, in all its forms, forms part of Barcelona’s DNA.

That’s why we crafted a story through two generations of chefs: the founders of the great culinary revolution of twenty years ago (Ferran Adrià, the Roca brothers and Carme Ruscalleda) along with their heirs. New talents from the city are keeping the flame of Catalan haute cuisine alive.

One key concept of the campaign was to promote cuisine as a value that touches upon numerous elements.

“The Gastronomic Revolution Lives on in Barcelona” is rooted in four fundamental pillars: innovation, respect for tradition, sustainability and high-quality products. These pillars mark the present and future of Barcelona’s cuisine.

CHEFS

The participation of top Catalan chefs was fundamental for spreading the word about this campaign internationally.

“The Gastronomic Revolution Lives on in Barcelona” was on display in Great Britain, Italy, Germany, France, the Netherlands, the Nordic countries and in the United States, where it was a resounding success in New York and Boston.

The presentation of the campaign “The Culinary Revolution is Alive and Well in Barcelona” took place as part of a major event at the Miró Foundation, which was attended by government authorities and thirty of the best chefs in the city.

The campaign “The Gastronomic Revolution Lives on in Barcelona” has won a Silver Dolphin at the prestigious awards Cannes Corporate Media & TV Awards.