From a need his identity was born. In the 1950s, the footwear brand Victory She was forced to replace the natural rubber of her soles with reused tires. This decision, motivated by shortage, printed a very strong smell of the shoes, which the company decided to camouflage with Strawberry perfume. And it is this same smell, converted decades later into the essence of Victoria, which stars in its new gastronomic marketing action.

The Rioja brand has been associated with the influencer Pornyos and the fox food chain, to create a Shawarma menu – the Arabic meat dish made in vertical grill – strawberry flavor. He “ACID menu Strawberry Victoria” Incorporates the conventional recipe of the Madrid chain with the acid key of Sugar Papi, the influencer delivery business. And connect directly to the smell of the Victoria shoes.
The edition is available limited for only one week, in the three fox restaurants located in the capital.

To communicate it, Victoria has published a video with Plantosyos, in which the influencer is wearing one of the brand’s models, and simulas sneak into “like a fox” In the restaurant to prepare the new product. “The uncle arrives, he makes the madman, he throws something in the Shawarma and on top of him he is fucking. With foxes like that we just have to applaud”, Says Zorro on his Instagram profile.

As part of this campaign, the brand organized an event for Try the new product to the first 100 people who approached the restaurant on San Bernardo Street. Victoria took the opportunity to place their product in the premises and allow customers to interact with the brand. On the other hand, it added to the action a parallel activation with the Josefoodvibes influencer, who was in the event itself.

With this collaboration, Victoria not only manages to reaffirm one of its main brand values, but also connects with a Young and Urban Audience Towards which he aspires to project with his shoes. The Strawberry Shawarma, more than a simple recipe, “is a bite that unites nostalgia, flavor and urban culture, turning an archive anecdote into a multisensory experience,” explains the brand in a statement.

This, however, is not the first time that the Rioja company decides to rely on influencers to promote its footwear. Last year he organized an event at the Royal Retiro Theater in Madrid on the occasion of the launch of his Autumn and Winter Collection “Jump”. Victoria managed to gather more than 300 guests, among which were content creators such as By Carlitos, Welyb or Carlota Webber, as well as the DJ saying and the lucy singer.

During the action, Victoria encouraged those present to “Dare to jump” both physically and metaphorically. In space there were mats and other elements that sought to link the new brands of the brand with a concept of dynamism and bravery present among the new generations he wants to represent with his designs.