EXCLUSIVE SUPPER SERIES WITH PATRÓN
With craftsmanship and sustainability at the forefront, Secret Supper and Patrón teamed up in fall 2019 to co-create the Secret Supper – Roca Patrón Series: eight culinary experiences that incorporated Secret Supper’s communal dinners and Patrón’s artisanal time-honored “tahona” made tequila, Roca Patrón.
A BRAND REPOSITIONED: ROCA PATRÓN
While a large part of Patrón’s brand is overwhelmingly associated with party-goers, Roca Patrón is an artisanal tequila that reflects a passion for craftsmanship and attention to detail. This sophisticated and complex tequila is made using the time-honored tahona technique, meant to be appreciated and enjoyed, not just taken as shots.
Secret Supper partnered with Patrón to tell the story behind Roca Patrón by curating exceptional experiences that accurately reflect their commitment to craftsmanship, sustainability and community.
All proceeds from ticket sales for this Series went to the Savory Institute, an organization dedicated to restoring the world’s grasslands.
DESTINATIONS
We hosted eight exclusive Suppers across North America, including a second-to-none experience at the home of Patrón Tequila in the highlands of Mexico, where guests had the chance to visit Hacienda Patrón, Patrón’s distillery in Jalisco.
Jalisco, Mexico
New Orleans, Louisiana
Santa Fe, New Mexico
Monterey, California
Portland, Maine
Detroit, Michigan
Denver, Colorado
Rhinebeck, New York
Rhinebeck, New York—December, 2019
An invite-only gathering to wrap up the series! Patrón’s nearest and dearest public relations, media, and influencer partners were flown to a barn in Upstate New York where they enjoyed a four-hour culinary experience. Chef Naama Tamir and mixologist Kaytie Keck made it a night to remember with a five course feast, impeccably paired with cocktails featuring Roca Patrón.
Videography by Tyler Roi
CRAFTSMANSHIP, SUSTAINABILITY, AND COMMUNITY
Secret Supper worked with Patrón to curate an ecosystem of chefs, suppliers, and brand partners that align with their values of craftsmanship, sustainability, and community.
Secret Supper’s team of creative directors, storytellers, and content curators captured moments that inspire awe and wonder to distribute across all cooperative partner and brand platforms.
ATTRACTING AN AUDIENCE THROUGH EXPERIENCE + STORY
Secret Supper leveraged its engaged audience and network of thought leaders and media to amplify this story throughout the duration of the national campaign. As a result of this partnership and cooperative storytelling, the perception of Roca Patrón is continually shifting towards a sophisticated, handcrafted choice at intimate gatherings and upscale restaurants alike.
AN INTEGRATED APPROACH, A FOUNDATION FOR BRAND STORYTELLING
The Secret Supper experience series was the foundation for the larger integrated brand campaign managed by the Patrón marketing team, After The Heart.
The unique community of chefs, mixologists, influencers, and locations that Secret Supper cultivates is prime for press, brand storytelling, product launches and new market activation.
The multi-brand messaging strategy contributed to cross-channel acquisition. The After The Heart Campaign videos generated over 900k combined views on YouTube.
“What a special night. Not only a bucket list worthy visit to Hacienda Patron, but a magical dinner in the Highlands.
Thank you again for all you do.”
— DAVID A.
Photography by Carly Diaz