Madrid Fusion is one of the most essential gastronomy summits in the world. It brings together the best chefs. But in May 2021, after the pandemic, it needed a powerful push for people to attend the festival. Restrictions had been lifted weeks before the event, so people were still uncertain about massive events. Plus, it had been a very tough year for this particular sector, which couldn't adapt to deliver their food to everyone.

Although we hadn't enough money to create a massive campaign, we had something more valuable: The most outstanding chefs in the world.

So, we asked 5 of the greatest and most renowned chefs in the world, to create a Unique Tasting Menu together, just once and just for one person. And, with just a video posted on twitter, we publicly offered it to Robert De Niro in exchange for promoting our festival. If he didn't accept in 48 hours, we would open the proposal to other talents. The video spread through the media in hours, and the chefs also shared it on their social networks, reaching a huge number of people that helped to get the message to Mr De Niro.

Against all odds, he did answer by saying, "I'm in, of course, I'm in," just before the deadline, when we were actually about to offer it to other celebrities.

One year later Mr. De Niro came to Madrid by himself and enjoyed the menu prepared by the chefs themselves, causing once again a revolution on Spanish and worldwide media.

This proved that the food we promote could pay for Robert De Niro's cache. But more than that, it proved its uniqueness and why attending the festival and having all that food at the same time, could be a unique experience.

Only 30K were invested in the production of the video and PR.

There was no media investment. We used the chefs as influencers that spread it on social media. They participated for free.

And, just in case you are wondering, no, we hadn't talked to Robert De Niro before making the offer. We just thought that even if he didn't answer, if people got to think at it was possible that he accepted, we would have proven our point.