Nowadays, there's a great deal of discounts and benefits offered by banks in restaurants, so BBVA Francés decided to take the experience to a higher level.

The idea was to shake things up, by changing the recipe used on and on by competitors. Instead of telling customers which restaurants they should visit, BBVA (along with El Celler de Can Roca) presented “The cooking tour experience 2015”, a proposal that brought the best cuisine in the world to Argentina. The tour consisted in all 3 Roca brothers visiting every part of our country for 5 weeks, in order to learn and uplift their cuisine with the influence of our culture, wines and raw material.

Two months before the tour’s arrival to Buenos Aires, Josep explored our country experiencing new flavors and tasting wines. Press and contents helped magnifying the experience (the seeding).

Once in Buenos Aires, the Spanish Embassador honored the Roca brothers by receiving the press and some VIPs from our country, BBVA Frances’s customers included. Five exclusive dinners were broadcasted live (via Periscope), showing the kitchen’s behind-the-scenes. The Roca brothers were also present in “Master Chef”’s season finale, with an appearance of more than 3 minutes. They were also present at “Almorzando con Mirtha Legrand”. For three months, newspapers, magazines and online press spread the word about the tour – they even made “El Gol de Messi” dessert go viral. Also, an open master class was given by the Roca brothers for 700 people and 2 participants were given the chance to work with them.

Over 1,2M contacts provided by main Open TV channels.

More than 260K contacts provided by most popular magazines.

Over $3,5MM in Earned Media.

The event made the headlines in 4 of our most important newspapers.

22 interviews, 11 interviews with foreign journalists, 131 articles, 53 vehicles, 2000 tweets from journalists, chefs and media. Even after its ending, we’re still showing the results of one of the most important events of the year, especially designed for BBVA Frances’ High Income Clients.