FOOD AND GASTRONOMY
Food and gastronomy communications agency in Spain: because great food deserves to be heard
Spain has one of the most compelling food stories in the world right now. From the Basque Country to the Balearics, a generation of chefs, producers and restaurateurs is redefining what Spanish gastronomy means — and attracting serious international attention in the process. Yet the restaurants that fill their tables with the right guests, the food brands that land in the right media and the chefs who build lasting reputations beyond their postcode all have one thing in common: a communications strategy that matches the quality of what they do. At Bacana, we have spent more than twenty years building those strategies for food and gastronomy clients across Spain who have something worth talking about — and making sure the right people, at home and abroad, hear it.
Food and gastronomy communications agency in Spain
The Spanish food scene moves fast and rewards authenticity. Diners, journalists and international buyers are more discerning than ever, and they can spot a hollow story immediately. That is why, as a food and gastronomy communications agency, we never start with tactics. We start with strategic consultancy — a rigorous process that gets to the heart of each project, whether that is a fine dining restaurant with Michelin ambitions, a casual group scaling across Spanish cities or a specialist producer trying to break into export markets. Only once we understand what genuinely sets a client apart do we begin to build the narrative that will carry their name forward.
PR and media relations
Food journalism in Spain is competitive, and the titles that shape opinion — from the major national supplements and specialist gastronomy media to the international travel and lifestyle publications that send their readers south — are not moved by routine press releases. Our work in PR for restaurants and food brands is built on two decades of relationships with the critics, editors and correspondents who matter in this space, both within Spain and in the key international markets that feed its most ambitious food projects. We also bring long-standing experience in reputation and crisis management to every client relationship, because in an industry where a single review can define a season, knowing how to respond under pressure is not a luxury.
Influencer marketing and events
Spain’s food influencer landscape has matured considerably, but the gap between reach and real influence remains wide. The voices that actually drive reservations, shift product and change perceptions are far fewer than follower counts suggest. Our approach to food influencer marketing is built on that reality: we identify the profiles whose audiences genuinely overlap with each client’s proposition — Spanish food lovers, international travellers planning their next trip, industry insiders — and design collaborations that produce content worth publishing, not content that simply fills a feed. The same thinking shapes the events and brand experiences we create: press dinners, chef showcases, seasonal launches and tastings conceived as editorial moments in their own right, not promotional obligations.
Digital marketing and social media
A strong press profile means very little if a restaurant cannot be found online or a food brand’s digital presence fails to turn interest into action. The digital marketing we develop for food clients in Spain integrates local and national SEO, content strategy and paid acquisition campaigns built around concrete commercial outcomes — reservations, online orders, wholesale enquiries. Social media management for food brands demands a particular creative discipline: the ability to produce content that feels natural, communicates with authority and builds an audience that keeps returning. Our teams understand the specific visual and editorial language of Spanish food culture, and they apply it with the same care that a good kitchen brings to every dish.
Partnerships and cross-sector collaborations
Some of the most interesting communications work we do in food happens at the intersection with other sectors. Collaborations and co-branding partnerships between food brands, hotels and travel destinations are one of the defining features of contemporary Spanish hospitality — and one of the most effective ways to reach international audiences who come to Spain precisely because of what it puts on the table. Many of the clients we work with in hospitality and travel communications place gastronomy at the very centre of their proposition, which says everything about how inseparable food and travel have become in this country. Communicating Spanish food well, in the end, is communicating a whole way of living — and that is a story the world is ready to hear.
