Campaign Spotlight

Campaign Spotlight: Leo Burnett’s creativity convinces Robert de Niro to be the image of Madrid Fusion 2022

MADRID, SPAIN — Following the confirmation by the great American actor, who three days later has accepted the challenge launched on Twitter and Instagram by Madrid Fusion Alimentos de España, five of the best chefs in the world will fulfill their promise to prepare the menu, just once and exclusively for Mr. de Niro, on a date to be determined, always before the 2022 edition of this global gastronomic forum.

On Monday 24th, Madrid Fusion Alimentos de España launched a video (#invaluablefood) inviting the actor to promote the congress in exchange for “the food of his life”. He had 48 hours to respond. In the end, it took 72 hours, but he accepted and sent a video: “I’m in. Of course, I’m in. Gracias Madrid Fusion. See you whenever I get over there”

In this way, Robert de Niro – recognized himself as a foodie and businessman with catering establishments all over the world, including Spain- will become the image of Madrid Fusion Food from 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, Martin BerasateguiJosé AndrésMauro Colagreco, and Quique Dacosta, chefs and entrepreneurs with a combined total of 25 Michelin stars.

The campaign video, created by Leo Burnett Madrid and produced by Attic Films under the direction of César Conti, urged the renowned American actor to comment on the offer. As time was running out, he sent the organization a message to say that he would think about it and yesterday confirmed his response to this campaign, which has had enormous international repercussions. Many have tried to mediate and, in many cases, have been proposed to replace De Niro, but it will not be possible…

Madrid Fusion Alimentos de España 2022 already has an ambassador!


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

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