Mexican cuisine has never been more exciting

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Mexican cuisine has never been more exciting

Countless chefs and artisans are continuing to redefine the meaning, interpretation and expression of Mexican cooking.

As part of a drive to increase tourism numbers by promoting the country’s rich and vibrant culinary offer, MSL secured partnerships with famous organisations around the globe, including the World’s 50 Best Restaurants, Selfridges, KaDeWe and Eataly.

A two-month ‘Welcome to Mexico’ partnership at Selfridges showcased a number of culinary innovations and a series of thrilling menus. Top chefs came to London to cook in the exclusive Corner Restaurant and a 10-week kitchen demo table was set up in the Foodhall to showcase a different Mexican recipe each week. We also worked with suppliers and the store’s buying team to source Mexican products, with over 100 on sale for the entire partnership period.

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Our comprehensive programme of media activity included a preview event attended by bloggers and over 60 journalists, as well as a series of tastings. At the end of the partnership, over 20 Mexican products remained in store permanently and tourism figures were up annually by almost 10%.

140 pieces of coverage
300M people reached worldwide
75% of Londoners who are interested in food and travel saw the campaign on Facebook