At MADISON Travel & Tourism, we know that tourism and gastronomy share something essential: the ability to excite. Therefore, when it comes to connecting brands with people, we are committed to strategies that integrate influencer marketing, experience, and authentic content.
The Event
The first edition of the Yummy Awards, held at the Príncipe Pío Theater in Madrid, is a prime example of how a marketing action can become a benchmark event for the foodie sector. Organized by Paula Monreal (@paufeel) together with MADISON, the event brought together the main digital creators of the gastronomic world, renowned chefs, and leading brands.
Influencers as brand ambassadors
Over a dozen categories awarded creators who have made gastronomy their digital universe. From Inés Basterra (@hoycomemossano) in the Healthy category, to Roro (@whoisroro) as Yummy of the Year, including profiles such as Boukie (@boukie), Violeta Mangriñán (@violeta), and Delicious Martha (@deliciousmartha).
Each award was sponsored by key industry players such as Moulinex, CeraVe, Tefal, McDonald’s, El Pozo, Gullón, Comunidad de Madrid, Zespri, Bimbo Burger Estilo Artesana, and El Corte Inglés Food, generating a direct connection between content, product, and audience.
Gala designed to generate experiences
The gala was far more than an awards ceremony. From the red carpet featuring creators like Iban García and María Reus, to a live performance by Sofía Ellar, themed catering, and brand activations—every detail was designed to generate shareable, memorable content.
Even the presentation broke new ground: Xuso Jones shared the stage with Alba Renai, a digital influencer powered by artificial intelligence, showcasing how technology and creativity merge in the new era of influencer marketing.
Results that speak for themselves:
- Massive organic reach across social media.
- Genuine engagement with foodie communities
- User-generated content that amplified brand visibility
- Madison’s positioning as a benchmark in experiential and influencer marketing within the gastronomy sector.
Want your brand to connect through experiences?
At MADISON Travel & Tourism, we design influencer marketing strategies that inspire, activate, and elevate. Because it´s not just about collaborating with influencers—it’s about creating moments that are remembered, shared, and recommended.