Opening of the first Carlos Rios restaurant in Westfied Glòries
Carlos Ríos, creator of the “Realfooding” movement, revolutionised the food industry with this concept – a lifestyle based on eating real food, avoiding ultra-processed products and promoting healthy eating. On the back of this movement, the nutritionist launched his first product under the Realfooding Market label in 2021 – a 100% natural hummus. In 2023, he went a step further and opened his first restaurant, Real Fooding to Eat, located in the Westfield Glòries shopping centre.
The communication objectives of this campaign focused on publicising the opening of the restaurant among the media and helping to position the shopping centre as part of an innovative and healthy gastronomic environment adapted to new trends and forms of consumption.
To publicise the opening among the media, the campaign was divided into two phases. Firstly, in July, the opening was communicated in advance to generate interest among the media. In addition, hard copies of the nutritionist’s book and the press release were sent to selected gastronomic media outlets. For the opening in October 2023, a press lunch was held at the restaurant the day before it opened to the public so that they could meet the nutritionist in person and try the restaurant’s dishes for the first time. That same afternoon, the press release was sent to the rest of the media outlets. In addition, in the afternoon, a restaurant opened its doors to influencers and public figures. Finally, some interviews were arranged with Carlos Ríos for the media outlets that were unable to attend the presentation.
- Sending of a press release prior to the opening (July)
- Sending of Carlos Ríos’ book prior to the opening (July)
- Invitation to a press lunch with the nutritionist Carlos Ríos (October)
- Sending of a post-opening press release (October)
- Arrangement of personalised interviews with Carlos Ríos
- Support from influencers for the restaurant opening event
XIII FemCAT's Forum - Catalan Legacies
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