After a most challenging year for the culinary world, haute cuisine needs to be promoted. Seriously promoted. International food congress, Madrid Fusion Alimentos de España and its agency, Leo Burnett Madrid, decided that superstar actor, renowned foodie and recognised restaurateur, Robert De Niro, should star in its advertising campaign. The problem is the gastronomy congress has no budget to pay for his understandably high fee for acting in the ad.
So, rather than money, they offered him something they humbly believe is even more valuable: a menu that will be prepared, just once and solely and exclusively for him, by 5 of the best chefs in the world.
Three days later, De Niro accepted.
He will become the image of Madrid Fusion Food for Spain 2022. In exchange, on a date to be set before January 15, 2022, he will be invited to taste the promised “priceless food”. The tasting menu will be served by five of the best chefs in the world: Joan Roca, Martín Berasategui, José Andrés, Mauro Colagreco and Quique Dacosta, chefs and entrepreneurs with a combined total of 25 Michelin stars.
Here is the background story:
Joan Roca, Mauro Colagreco, Martín Berasategui, José Andrés and Quique Dacosta made the offer officially to De Niro through a video shared on Madrid Fusion Alimentos de España’s social networks (Twitter & Instagram). The 5 chefs they have more than 20 Michelin stars between them, 3 Best Restaurant in the World awards and even a nomination for the Nobel Peace Prize.
The idea behind the campaign, #invaluablefood, is to highlight the value of culinary experiences that are remarkably close to artistic expression. They are, according to Madrid Fusion Alimentos de España unique, unrepeatable and also, very difficult to value.
De Niro’s deadline was Wednesday 26 at 11 am. It is worth remembering that a few weeks ago, De Niro starred in a spot for Swiss Tourism where he rejected a role offered to him by Roger Federer for lack of drama. Will he accept this time?
Credits:
Brand: Madrid Fusión Alimentos de España
Agency: Leo Burnett Madrid
Chief Creative Officer: Gastón Guetmonovitch
Creative Directors: Dani Sáenz, Juan Frías & Carlos Mañas
CEO: Ricardo del Campo
Production Company: Attic Films
Executive Producer: Rafa Endeiza
Director: César Conti
