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The madness that Messi’s arrival at Inter Miami has caused has already set the brands eye on its advertising appeal.
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On this occasion Hard Rock Café carried out a promotional campaign with the figure of Lionel Messi where he becomes a chef to present one of his creations.
Hard Rock Cafe has launched its new campaign, “Greatness Happens Here,” to renew its partnership with Lionel Messi as the brand ambassador. This time, the campaign takes a bold step by showcasing Messi’s magic as a chef in this iconic restaurant known for delivering memorable brand experiences worldwide.
Developed by Yes, we’re Open, this comprehensive campaign aims to solidify the partnership between Hard Rock and the global football legend, Leo Messi. “Greatness Happens Here” builds upon the Live Greatness platform implemented by the brand in 2020 and will be launched across all Hard Rock Cafes worldwide, as well as select hotels. The campaign will receive substantial marketing support, leveraging mass media, social networks, and an innovative 360-degree web experience to add entertainment and fun to the campaign.
Máximo Lorenzo, Managing Partner at Yes, we’re Open, expressed his pride and joy in collaborating with Hard Rock Cafe on this ambitious campaign. The brand faces the challenge and ambition of ensuring that Hard Rock remains a cool and relevant proposition, not only for its loyal customers but also for new consumers who are represented by the increasingly demanding and connected younger generations.
Sebastián Marvin, Co-founder and Creative Partner of Open, added:
“The most beautiful aspect of our work is being able to conceive ideas and then execute them. Suggesting to the client that it was a good time to further involve Messi with the brand and showcase him in the role of a chef, we feel it will be a success for the campaign and consolidate this long-term partnership.”
The “Greatness Happens Here” campaign demonstrates the dedication and creativity behind Hard Rock Cafe’s collaboration with Lionel Messi. By featuring Messi as a chef, the campaign captures the essence of greatness and brings together the worlds of football, entertainment, and culinary excellence. As Hard Rock continues to captivate its audience with unique experiences, this partnership with Messi is expected to further strengthen the brand’s appeal and leave a lasting impression on both loyal customers and new enthusiasts alike.
Hard Rock Cafe’s visionary approach in engaging Messi and showcasing his talents as a chef highlights the brand’s commitment to staying relevant and appealing to diverse consumer segments. With the power of Messi’s global influence and the exciting campaign elements planned, “Greatness Happens Here” is set to make a significant impact and reinforce the long-term partnership between Hard Rock and the legendary football icon.
