La Sirena is Spain's leading chain specialising in frozen food, with over 1,100 employees and a network of 250 establishments in Catalonia, Madrid, Castilla-León, Andorra, Levante and Aragón.
It has a large customer base and over 1.2 million members of its loyalty club, Club La Sirena. Consumers can find the most extensive variety of frozen food at La Sirena—more than 750 references ranging from essential ingredients to ready meals and covering all food needs. In addition, every year, it launches 120 to 140 new products to adapt to the continuous demands of a constantly growing market. The chain is committed to quality at the source, so from the very beginning, Icelandic cod has been a clear commitment on its shelves.
To bring this product to its customers, the company regularly organises show cookings attended by the leading Spanish culinary influencers.
With this objective in mind, a working team was set up with MSC and Iceland Seafood to highlight the sustainable origin of cod through a presentation and the creation of live recipes. Iceland Seafood provided marketing support material, the raw material with which the dishes were made. It facilitated the participation of chef Javier Andrade, captain of the Spanish national cooking team, who is already a regular collaborator in our kitchen during the BarcelonaExpoSeafood, Conxemar and TuttoFood fairs.
The showcooking took place on 9 March in La Sirena's flagship shop in Barcelona. After a brief explanation of the product by an MSC representative, Javier detailed and prepared three recipes live with Iceland Seafood cod loins marketed by La Sirena under its brand under the watchful eye of around twenty influencers. The subsequent tasting was a great success, broadcast on the networks by the communicators.
The organisation of the event and its development have been valued very positively by all those involved in the project and will undoubtedly be repeated in the future.