Hard Rock Cafe Launches Global Campaign “Greatness Happens Here” with Lionel Messi as Brand Ambassador

Hard Rock Cafe Unveils Unique Twist: Messi Takes on the Role of Chef

In an innovative twist, Inter Miami and Argentina’s national team captain, Lionel Messi, will be donning the chef’s hat for the latest campaign by Hard Rock Cafe. Titled “Greatness Happens Here,” this cross-media campaign spans TV, digital platforms, outdoor advertising, retail, web, Facebook, Instagram, and YouTube. The campaign builds on the success of the brand’s Live Greatness platform introduced in 2020 and will be launched across all Hard Rock Cafes worldwide and select hotels.

The brainchild of Yes, we’re Open, this campaign aims to keep the brand cool and relevant to both loyal customers and the new generation of increasingly demanding and connected consumers. Máximo Lorenzo, managing partner at Yes, we’re Open, emphasized the challenge of remaining appealing to all consumers, including the newer generations.

Millie Vergara, managing partner at Open USA, highlighted a key target audience for the campaign: the Hispanic consumer segment and a universal consumer, uniting them through their passion for sports and the joy of food.

With venues in an impressive 74 countries, the Hard Rock Cafe continues to innovate and captivate audiences worldwide with its latest campaign featuring the legendary Lionel Messi as an extraordinary chef.