For just one day, ‘rice with extras’ is also paella. The 20th of September not only celebrates paella recipes and its ingredients, but also the internationality of the emblem of Spanish cuisine. A dish that has eight million internet searches per year, which makes it the fourth most important in the world. World Paella Day was created with the aim of becoming an unmissable event on the calendar.
The initiative is the result of a collaboration between three advertising agencies: Socarrat Studio, La Mujer del Presidente and Publips Serviceplan, in charge of the development of all actions too. The first World Paella Day was a great success with 4 million in Media Value, more than 200 media impacts in 40 countries, and 1.3 million accounts tweeting about #worldpaelladay, as well as the 3.7 million people that the hashtag reached and the 134,000 impressions from the official account.
Some 200 brands, both Spanish and international, supported the campaign, as well as influencers who posted comments, images and videos, like the football player Iker Casillas, the chefs Karlos Arguiñano and José Andrés or the lyrical singer Plácido Domingo. Entitites such as the Spanish National Library, Levante Football Club and the Valencia Marathon, the instagrammers London and Clics de Playmóvil and media accounts like Muy Interesantes, Vanity Fair and El Mundo Today also got involved.
The politicians in charge of the campaign have also highlighted its huge repercussion. In the words of Sandra Gómez, Deputy Mayor of Valencia Town Hall, “this has definitely been the most important advertising campaign in Valencia in the history of the Town Hall, fundamentally because of the global impact it has had and because of the way it happened in just one day”.
Sharing paella with the world
The strategy and creativity of this event encourages amateurs to make paella their own with a message that is as inclusive as it is positive: “Let’s share Paella with the world”. The concept is an invitation to enjoy the day in the broadest sense, tasting it, making it or sharing it on social media. To that end, the brand image and the image of this first World Paella Day has been created.
The campaign is centred on the website www.worldpaelladay.org which contains information and a schedule of events which will be organised in more than 10 countries to commemorate the day; show cooking, classes, tasting and official presentations, as well as presence at fairs in cities like Milan, Buenos Aires, Sao Paolo, Miami, Paris, Shanghai, Tokyo, Valencia and Madrid. As well as PR and media actions, the social media strategy has an important role in making the actions go viral using the hashtag #worldpaelladay. A series of pieces have been created, among which the audio-visual piece stands out, which encourages people to share their paellas on social media, whether or not they are ‘rice with extras’.