Celebrate the everyday
in gastronomic trade shows 

How to Change the Perception of Lamb and Make It an Everyday Food

Background

Madrid Fusión marked the launch of Atlas’s first European campaign in 2025: Celebrate EU Lamb, aimed at deseasonalising the consideration and consumption of lamb and goat, while presenting them as sustainable, versatile, and relevant options for everyday meals.


 

Background

Madrid Fusión marked the launch of Atlas’s first European campaign in 2025: Celebrate EU Lamb, aimed at deseasonalising the consideration and consumption of lamb and goat, while presenting them as sustainable, versatile, and relevant options for everyday meals.


To bring this vision to life, renowned Zamora-born chef Antonio González crafted innovative recipes using lesser-known cuts of lamb and goat, surprising attendees with new ways to enjoy these flavoursome and sustainable products.


Beyond showcasing taste and versatility, the campaign also highlighted the positive impact of lamb and goat grazing on environmental sustainability—one of the sector’s key priorities. Madrid Fusión was just the beginning: following this event, we also participated in Meat Attraction and Salón Gourmets, both held in Madrid, using the same chef to continue sharing the message. Over the next three years, this European programme promoting lamb and goat meat will continue participating in major events across Spain and Hungary to reinforce this message.

Our work

Atlas Marketing Studio was selected as the Implementing Body for this EU-funded programme for INTEROVIC (Spain) and JKÁSz (Hungary) to design and execute a multichannel strategy as part of this European programme, combining offline and online activities.

Through trade fair activations, digital campaigns, PR, and influencer collaborations, we aimed to engage more consumers, helping them discover the value of sustainable lamb and goat to integrate into their regular eating choices. Those who couldn’t attend Madrid Fusión could still participate with the campaign online or enjoy a Paquito sandwich at their favourite restaurant, ensuring the message landed and had impact beyond the event itself.


With a blend of creativity, strategic communication, and media presence, we continue driving the transformation of lamb and goat’s perception, connecting with chefs, industry professionals, and consumers across Europe.

Clients

Interovic

Category

FMGC

The Keys

Fairs & Events
Online advertising
PR
Call for press
Creative Design Solutions

The results were phenomenal.

1,800​

tapas served​

5

variations of the Paquito sandwich​

+85k​

impressions​

+100​

clicks​

13,000

users reached

85

recipe book downloads 

Related Projects

A very special gastro launch event to celebrate the everyday

Partnering with a Michelin-Star chef to host a gourmet lamb dinner at a renowned restaurant
View project
See portfolio

Client

Interovic

The Keys

Fairs & Events
Online Advertising
Public Relations
Press Call
Creative Design 
Solutions
Conceptualization 
& Strategy Branding 

Category

FMGC

Background

Madrid Fusión marked the launch of Atlas’s first European campaign in 2025: Celebrate EU Lamb, aimed at deseasonalising the consideration and consumption of lamb and goat, while presenting them as sustainable, versatile, and relevant options for everyday meals.


To bring this vision to life, renowned Zamora-born chef Antonio González crafted innovative recipes using lesser-known cuts of lamb and goat, surprising attendees with new ways to enjoy these flavoursome and sustainable products.


Beyond showcasing taste and versatility, the campaign also highlighted the positive impact of lamb and goat grazing on environmental sustainability—one of the sector’s key priorities. Madrid Fusión was just the beginning: following this event, we also participated in Meat Attraction and Salón Gourmets, both held in Madrid, using the same chef to continue sharing the message. Over the next three years, this European programme promoting lamb and goat meat will continue participating in major events across Spain and Hungary to reinforce this message.

Our Work

Atlas Marketing Studio was selected as the Implementing Body for this EU-funded programme for INTEROVIC (Spain) and JKÁSz (Hungary) to design and execute a multichannel strategy as part of this European programme, combining offline and online activities.


Through trade fair activations, digital campaigns, PR, and influencer collaborations, we aimed to engage more consumers, helping them discover the value of sustainable lamb and goat to integrate into their regular eating choices. Those who couldn’t attend Madrid Fusión could still participate with the campaign online or enjoy a Paquito sandwich at their favourite restaurant, ensuring the message landed and had impact beyond the event itself.

With a blend of creativity, strategic communication, and media presence, we continue driving the transformation of lamb and goat’s perception, connecting with chefs, industry professionals, and consumers across Europe.

The results were phenomenal.

1,800

tapas served

5

variations of the Paquito sandwich

+85k

impressions

100

clicks

13,00o

users reached​

85

recipe book downloads

Related Projects

A very special gastro launch event to celebrate the everyday

Partnering with a Michelin-Star chef to host a gourmet lamb dinner at a renowned restaurant
View project

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Empresa beneficiaria de las subvenciones de la Junta de Comunidades de Castilla-La Mancha: Ayudas -Adelante Digitalización- para el fomento de la inversión y la mejora de la productividad empresarial.

Proyecto incentivado con una subvención cofinanciada por el Fondo Europeo de Desarrollo Regional.

Objetivo del proyecto: La modernización de las estrategias de comunicación y venta para el impulso de la actividad de comercio electrónico de las pymes.

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Contact details of the data controller: Atlas Marketing Studio SL (CIF:B13628136) hola@atlasmarketingstudio.com

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