A very special gastro launch event to celebrate the everyday
Gourmet Lamb Launch Event with Michelin-Star chef Alberto Chicote in Madrid
Background
INTEROVIC (Spain) and JKÁSz (Hungary) joined forces for this EU-funded campaign promoting Esustainable lamb and goat consumption, in those same two markets. The initiative aimed to challenge the traditional perception of lamb and goat as festive-only foods, advocating for their inclusion in everyday meals.
Background
INTEROVIC (Spain) and JKÁSz (Hungary) joined forces for this EU-funded campaign promoting Esustainable lamb and goat consumption, in those same two markets. The initiative aimed to challenge the traditional perception of lamb and goat as festive-only foods, advocating for their inclusion in everyday meals.
A pivotal moment in the campaign was the launch event held at Omeraki, the renowned restaurant led by chef Alberto Chicote in Madrid. The event featured a specially curated menu highlighting the versatility and sustainability of lamb and goat, aligning with the campaign’s core message: “Celebrate the everyday with sustainable lamb and goat from Europe.”
Our work
Atlas Marketing Studio orchestrated the launch event at Omeraki ensuring a seamless blend of culinary excellence and strategic messaging. The evening showcased a series of innovative dishes crafted by Chef Chicote, emphasizing lesser-known cuts of lamb and goat to demonstrate their versatility and suitability for daily consumption.
The menu included:
- Paté en croûte featuring lamb trotters, leg of suckling lamb, sweetbread, and pistachios.
- Homemade Paquito sandwich filled with pulled lamb.
- Lamb shoulder skewer with a unique marinade.
- Lamb tataki with citrus and pickled vegetables.
- Bean stew with lamb tongue.
- Mud-soaked lamb shoulder slow-cooked to perfection.
- Lamb meatballs with a rich, savoury sauce.
These dishes were designed to rotate weekly, allowing guests to experience a diverse range of flavours and preparations, reinforcing the message that lamb and goat are not just for special occasions but can be enjoyed regularly .
Chef Chicote’s involvement extended beyond the event; he also contributed to a recipe book featuring over a hundred recipes to inspire consumers to incorporate lamb and goat into their everyday cooking.
The launch at Omeraki was a significant milestone in the campaign, setting the tone for subsequent activities aimed at promoting sustainable lamb and goat consumption across Spain and Hungary.
Clients
Interovic
Category
FMGC
The Keys
Fairs & Events
Online Advertising
Public Relations
Press Call
Creative Design
Solutions
Conceptualization
& Strategy Branding
Related Projects
Celebrate the everyday in gastronomic trade shows
Client
Interovic
The Keys
Fairs & Events
Online Advertising
Public Relations
Press Call
Creative Design
Solutions
Conceptualization
& Strategy Branding
Category
FMGC
Background
INTEROVIC in Spain and JKÁSz in Hungary joined forces to develop an EU-funded campaign promoting the consumption of sustainable European lamb and goat meat in both markets.
The campaign was created to challenge the perception that lamb and goat are products reserved primarily for holidays and special occasions. Its objective was to demonstrate that these meats are versatile, accessible and suitable for everyday meals, while communicating their connection to European livestock farming, culinary tradition and sustainable production.
A major milestone in the campaign was its official launch at Omeraki, the renowned Madrid restaurant led by chef Alberto Chicote. The event used a premium gastronomic experience to bring the campaign message to life: “Celebrate the everyday with sustainable lamb and goat from Europe.”
In this case, Atlas managed an international food and beverage marketing campaign across Spain and Hungary, combining centralised strategy, local execution, chef collaboration, event coordination and public relations to increase the visibility of sustainable European lamb and goat meat.
Our Work
Atlas Marketing Studio conceptualised, coordinated and delivered the campaign launch as a chef-led food marketing and PR event.
The event took place at Omeraki in Madrid and was designed to demonstrate the culinary versatility of lamb through an original menu created by Alberto Chicote. Rather than relying on traditional preparations, the dishes incorporated a range of lesser-known cuts and contemporary formats, helping reposition lamb as an ingredient that can be enjoyed regularly.
Our work included:
- Campaign launch strategy and event conceptualisation
- Coordination with INTEROVIC, JKÁSz, Omeraki and Alberto Chicote
- Development of the event narrative and key campaign messages
- Event production and logistical coordination
- Creative design and branding support
- Public relations and press call
- Coordination of the culinary experience
- Support in the presentation of sustainable European lamb and goat meat
- Development of communication materials
- Online advertising support
- Integration of the event within the wider Spain and Hungary campaign
- Content and communication support around the chef collaboration
The menu included:
- Pâté en croûte with lamb trotters, suckling lamb leg, sweetbread and pistachios
- A homemade Paquito sandwich with pulled lamb
- Marinated lamb shoulder skewer
- Lamb tataki with citrus and pickled vegetables
- Bean stew with lamb tongue
- Slow-cooked mud-covered lamb shoulder
- Lamb meatballs with a rich savoury sauce
The dishes were designed to rotate throughout the following weeks, extending the activation beyond the initial event and giving restaurant guests the opportunity to discover different lamb preparations.
Alberto Chicote’s collaboration also extended to a recipe book containing more than 100 recipes, created to inspire consumers to use lamb and goat meat more frequently in their everyday cooking.
