Role
Agency
Bridging divides through culinary unity, for Tapas Magazine In response to the growing political and economic tensions between Catalonia and the rest of Spain, we created “Boycott-Proof Delicatessen” for Tapas Magazine, one of Spain’s leading food and lifestyle publications.
The campaign launched a unique delicatessen label composed of products made from ingredients sourced from both sides of the Catalonia–Spain border—turning a politically charged boycott into a culinary statement of unity. By blending Catalan and Spanish products into a single brand, we offered a delicious way to challenge prejudice and promote reconciliation through food. As Creative Director, I led the concept development, narrative, and execution, overseeing everything from packaging design to storytelling and positioning. The initiative was celebrated not only for its creative approach to a complex issue, but also for reinforcing Tapas Magazine’s role as a bold, culturally engaged voice in Spanish gastronomy.
Due to the impact on the Spanish society due to this sensible topic, got a Cannes Lion recognition and became shorlisted.
«Boycott-Proof Delicatessen used labels that looked Spanish or Catalan but revealed identical ingredients when peeled back, turning food into a tool to break down prejudice and unite communities through shared taste and truth».
During the launch, people were served two versions of the same products, one labeled “Spanish” and one “Catalan”, in a blind tasting, with the truth revealed only after they chose based on preference or ideology. Once they discovered both were identical, many participants became more open-minded and willing to reconsider their biases, showing that a simple food label could shift perceptions.
The products were also shared with restaurants, shops, influencers and politicians on both sides of the border, helping spark real dialogue and reduce the stigma of boycott-based divisions in the region.
The campaign successfully sparked real discussion across the Spanish-Catalan divide by revealing that products labeled “Spanish” or “Catalan” were actually identical when peeled back, challenging consumer prejudice and prompting people to reconsider their biases after tasting the foods.
The Boycott-Proof Delicatessen initiative for Tapas Magazine didn’t stop at products shaking down bias, it was also brought to life through a series of short films that completed the narrative and deepened the cultural conversation around identity and unity.
The initiative also created a long-term online platform where producers from both sides could sell goods without being affected by boycott pressures, helping local producers avoid economic fallout.
