Spain

2019

THE MACALLAN: DISTILLING SCOTLAND

Entrant Company

MASTER FOR YOU AGENCY

Category

Integrated Marketing

Client's Name

THE MACALLAN

Sub-Category

Integrated Marketing Campaign

Scotland is a rich land with premium ingredients but its food is little known, even among its own people. Having worked together for years, The Macallan whisky and El Celler de Can Roca ? which has three Michelin stars and has twice been named world's best restaurant ? pay tribute to Scottish cuisine, ingredients and ancestral values.<br><br>On a journey of over 1,400 miles around Scotland, the Roca brothers invite us to rediscover this land and its food, culminating in the creation of a tribute menu. A wealth of content about this year-long exploratory journey was created, including digital capsules; "Chef's Diaries: Scotland" ? a feature-length documentary soon to be screened at international festivals; a travel book with recipes; a Scotland-inspired special menu to be served at the opening of The Macallan's new distillery; pairings with The Macallan, and much, much more to expand this huge project that was launched globally.<br><br>As the Roca brothers concluded, "there is tradition, outstanding raw materials and young talent. Scotland has huge potential for haute cuisine and is poised to undergo a real gastronomic revolution."<br><br>Scotland, which is far more than meets the eye and has a lot to offer haute cuisine worldwide, is an inspiring example for other parts of the globe that have great potential and far more to offer than they realise.

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