Interporc Spain - Press Lunch at Sabor

A celebratory pork lunch at Nieves Barragan’s Michelin-starred restaurant, Sabor, in Mayfair promised to be a real treat.

I was approached by Mindjuicer, the UK marketing agency for Interporc Spain (the Spanish inter-professional Agri-Food Organisation for White Pork) to raise awareness with the British media and food influencers about Interporc’s tour of the UK culminating in a press event at Sabor.

Founded by Nieves Barragan and José Etura, Sabor opened in January 2018 and was awarded a Michelin Star a few months later. Nieves Barragan and co-founder José Etura created an exciting menu to celebrate Spanish Capa Blanca pork with recipes inspired by the Galicia and Castilla regions of Spain including Pig's Head, Mojo Verde & Quince Alioli and Sabor mainstay Suckling Pig.

The lunch was hosted by the Commercial Delegate from the Spanish Embassy and the director of Interporc’s Pork Lovers Tour - the idea being to encourage UK consumers to eat more Spanish white pork – the campaign has EU funding and support from Spanish white pork producer Nuestra Carna Blanca.

We gave advice to the client about how to create a media event that would be appealing and engaging for the brand, ensuring the messaging was kept simple and unobtrusive. Invitations were sent to editors, publishers and food influencers from the UK’s top media including Conde Nast Traveller, Food & Travel magazine and BBC Good Food.

On the day we were joined by over 20 guests who were wowed by a feast to celebrate all things pork, the centrepiece being suckling pig cooked in the asador oven and served in the traditional way cut by plates. The event generated much positive exposure on Instagram, Twitter and Facebook as well as some online coverage. But the event was as much about relationship building as coverage and building an understanding of Spanish pork with the UK media. The client was delighted by the outcome and will return to the UK in 2020.