To create awareness of the Ribera del Duero region, promote Ribera del Duero as a wine suitable for pairing with food, and improve the brand image of Ribera del Duero among Danish consumers on social media, three well-known gentlemen were involved in creating recipes and pairing food and wine to promote these combinations online to their Danish audience.

This activity resulted in 3 articles on Connery, 6 recipes posted as blog posts on Mandekogebogen, 6 reels, and 16 stories on Instagram.