Canada is home to many cultural districts, yet one that hasn’t emerged is a dedicated Spanish district. This makes discovering authentic Spanish food and culture both a challenge and an exciting opportunity.
That’s why Madrí Excepcional, a Spanish-style beer inspired by the soul of Madrid, has launched its 'Uncovering Madrid' campaign - an initiative that spotlights how Spanish culture can come to life across Canadian cities. Anchoring the campaign in Toronto, Madrí Excepcional teamed up with former Toronto Raptor and NBA Champion, Serge Ibaka, to spotlight Toronto’s vibrant Spanish culinary scene. Together, they launched a content series, following Ibaka’s journey as he drives through the city of Toronto to uncover Madrid.
In August, Serge returned to the city all the way from Spain to visit some of his favourite local spots and debut the official ‘Serge Stamp’ - his handpicked guide to the city’s top Spanish establishments. Each location displayed the Serge Stamp at its entrance, a mark of recognition and an open invitation for guests to explore the menu and experience Spanish culture right here in Canada.
“We wanted to celebrate the spirit of Spanish culture in a way that feels authentic and accessible to Canadians,” says Michelle Sowinski, marketing director of global brands, Molson Coors Beverage Company. “Serge Ibaka’s personal connection to Madrid, paired with his love of food, culture, and community, made him a perfect partner to help bring this vision to life.”
The full list of participating restaurants is featured onMadriExcepcional.ca and can also be accessed through a QR code on Madrí Excepcional packaging.
The campaign launched on September 5 with a teaser featuring Serge traveling through the city, visiting local Spanish spots. Nationally targeted ads ran across Meta (Facebook/Instagram), YouTube, and TikTok, complemented by organic social content in both English and French. Given the creative centered on a prominent NBA player, the strategy layered on targeting of basketball fans, ensuring strong resonance with audiences already connected to Serge.