The initiative, conceptualized by Feeling Wow, uses the slogan "Do you only think of sauce when you hear Romesco?" to challenge citizens and invite them to rediscover its true meaning: maritime tradition, local identity, and living gastronomic heritage of Tarragona.
“"Last year we celebrated the first Romesco congress, and now we must reclaim it among ourselves, as it is such an identifying dish of our city."
The creative proposal is built around four key figures representing the Romesco's journey: the Serrallo fisherman Jordi Albiol Costa (Chaparro), the cooking grandmother Lluïsa Beltran Sánchez, the international chef David Solé, and the fishmonger from the Tarragona Market Maria del Carme Budesca Nolla (Carmeta).
The action plan aims to make Romesco visible in markets and restaurants. Establishments cooking the dish will receive the distinctive seal "Aquí fem Romesco de verita" (Here we make real Romesco), while market stalls will display graphics reading "Aquí comença un bon Romesco" (A good Romesco starts here).
The campaign, running for eight weeks, combines urban presence (posters, billboards, banners on the Rambla Nova) with a digital strategy that includes participatory content on social media and the original musical piece Rumbesco, inspired by Catalan rumba.
