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The Macallan: Distilling Scotland - The Macallan
Whisky The Macallan

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The Macallan: Distilling Scotland - The Macallan - Whisky The Macallan

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Title of Entry: The Macallan: Distilling Scotland
Brand: The Macallan
Product/Service: Whisky The Macallan
Client: Edrington-The Macallan
Entrant Company: MASTER FOR YOU AGENCY S.L.
Creative Agency: MASTER FOR YOU AGENCY S.L.
Duration of Entry: 2m:ss
Chief Creative Officer: Lydia Martinez
Creative Director: Jordi Munells
Account Executive: Lydia Martinez
Date of Release: 2019-05-17
Notes: 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. 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. 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.” 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. BACKGROUND (Situation, Briefing, Objectives) The Macallan, one of the world’s best whiskies and El Celler de Can Roca, one of the world’s benchmarks in haute cuisine, have been working together and sharing passions and values for years. The upshot has been gastronomic projects that have become high-level international points of reference. With the brand objective of continuing to recruit new millennial consumers worldwide, we launched a major initiative around cuisine to engage the foodie community. We wanted to make consumers in different places and at different times feel part of the same ‘campaign/adventure’ by delivering a new and unprecedented story content. To do so, we decided to pay tribute to Scotland. It is an ancestral land with huge variety and a cuisine that is high level but little known, even among its own people. This is borne out by the fact that many of its top chefs today have had to leave Scotland to achieve success, returning several years later as prophets in their own land. The Roca brothers and The Macallan invite us to rediscover this exceptional country and let it wow us in a gastronomic journey of people, traditions and flavours. It is an inspiring tribute that puts Scottish haute cuisine in its rightful place. CREATIVE IDEA Scotland has a fascinating history and culinary jewels that are exceptional but little known. The Macallan and the Roca brothers wanted to invite the world to discover them. To regain Scottish pride in its own ingredients and food tradition. So we thought: Would the Rocas be able to distil Scotland and show us the gastronomic wealth of this ancestral land? We decided that the best way to offer a new, profound and intimate vision would be to follow in the footsteps of the first travellers in this land: Samuel Johnson and James Boswell, who explored Scotland last century. The outcome is an exciting exploratory journey lasting over a year that culminates in an unprecedented tribute to Scotland menu. Innovation respecting the past. An inspirational journey to uncover the secrets of a land that deserves to be at the top of the international haute cuisine scene. THE STRATEGY We decided to rediscover Scotland’s culinary treasures, culture, landscapes and peoples through the innovative gaze of the Roca brothers. With their intimate, one-to-one approach, following in the footsteps of local producers to discover a new and surprising food experience by documenting exploratory journeys at various times of the year. It is a tribute journey that will hopefully inspire Scots as well as other countries to be proud of their tradition and value their products as highly as they are valued in the rest of the world. EXECUTION To take on this project that was as ambitious as it was intimate, we came up with an execution based on the traditional excellence of The Macallan-Roca brothers’ joint ventures. Firstly, an exploratory mission discovering Scotland’s secrets that lasted over a year. A comprehensive journey following the Rocas as they learned about the places and culinary jewels and met the country’s most authentic key players in every region. This followed the first historical journey made by two explorers in Scotland: Samuel Johnson and James Boswell. Additionally, 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. RESULTS • 194k branded content views. • 5 International Film festivals selected “Chef’s Diaries: Scotland” documentary: Malaga, Edinburgh, Newport, Florida and Seattle. • +200 pax (3 events) tasting the Scotland-inspired special pairing menu. • 40 innovative gastronomic recipes created with Scottish ingredients. • Books sold globally through Amazon, El Celler de Can Roca and The Macallan website (translated into 3 languages).