The modern cuisine is a growing market as it is becoming more and more trendy. Every year it is possible to find new chefs and restaurants offering new things.

Madrid Fusión is the yearly meeting point for the European gastronomy community. In Madrid Fusión, the best chefs of the world are gathered to make conferences about gastronomy and offer tastings of new dishes and flavours.

The European gastronomy community is very fragmented, including chefs, maîtres, owners of restaurants, gastronomy journalists and all kind of product suppliers across Europe.

Madrid Fusión started as a Spanish local gastronomy congress and expanded its influence are to Europe recently. This is why even being the most important gastronomy congress in Europe… a lot of members of the European gastronomy community don’t consider to travel to Madrid to attend Madrid Fusión.

In order to achieve a great international buzz and position Madrid Fusión as the most important/ relevant gastronomic congress we decided to launch an original campaign.

Instead of launching a boring communication with the date, the venue and the program, we decided to create a content the whole gastronomy community would share and talk about

We created WilliaM, a man with two mouths who exposes the problems that he faces in his daily life at a short documentary film.

His conclusion is that normality is overvalued, that we all are good at something and the most important thing is finding a place where you are understood and valued.

For a man with two mouths like William, this place is Madrid Fusión, the gastronomy congress where you can eat and talk.

The communication plan to launch the campaign was the following:

- Paid Media - TV and digital display campaign (on gastronomy trade media).

- Own Media - The film was displayed at Madrid Fusión website and at the opening event.

- Earned Media – The film was sent to the most important influencers of the gastronomy community (chefs, critics, bloggers, etc.) encouraging them to share and comment the content.

The campaign became a huge success:

- Attendance of delegates at Madrid Fusión achieved a “sold out” for first time in history. (International attendance grew from 300% - from 7% to 21% of total attendance).

- Attendance of international journalist increased by 610% compared to the previous year.

- 19 of the 20 most awarded chefs in the world shared the content on their social profiles, achieving more than 500.000 views (between YouTube and Vimeo) and more than 12 millions impacts in just one week.

- Earned media worth more than 3 millions euros.

“WilliaM, the man with two mouths” became the most shared gastronomy campaign ever.