Hard Rock International has once again partnered with Lionel Messi, their global brand ambassador, to unveil a new menu item named “Made For You by Leo Messi” – the Messi Chicken Sandwich. Drawing inspiration from one of Messi’s favorite Argentinean dishes during his upbringing, the “Milanese style” Chicken Sandwich is perfectly timed to coincide with Messi’s historic arrival in Major League Soccer and his presence in South Florida, where the iconic Guitar Hotel at Seminole Hard Rock Hotel & Casino Hollywood is situated. Starting today, individuals who appreciate good food, soccer, and sports can indulge in the Messi Chicken Sandwich at participating Hard Rock Cafe locations and Hard Rock Hotels & Casinos worldwide, through in-room dining.
Lionel Messi, the renowned soccer sensation and international icon, expressed his excitement about sharing the flavors of his homeland with the world through his very own Chicken Sandwich, inspired by one of his beloved childhood dishes, the Milanesa. Messi acknowledged Hard Rock International as an exceptional partner in bringing this creation to life. He stated, “There is no better partner than Hard Rock in making this happen. Like a true teammate, Hard Rock has been by my side throughout significant milestones, and I cannot wait for my fans around the world to experience one of my childhood favorites that still provides a sense of home, no matter where I am in the world.”
The Messi Chicken Sandwich draws its inspiration from Messi’s fondness for Milanese, a traditional Argentinean staple. Reflecting greatness in various ways, this mouthwatering sandwich features a crispy Milanese-style chicken breast topped with melted provolone cheese and an herb-infused aioli. Complemented by fresh tomatoes and arugula, every bite of the Messi Chicken Sandwich offers a winning combination, served on a toasted artisan bun for handheld perfection.
Jim Allen, Chairman of Hard Rock International, emphasized Messi’s significance as not only one of the greatest athletes and cultural icons globally but also as an ambassador whose values closely align with the organization. Allen expressed his utmost honor in partnering with someone who embodies a champion’s spirit and a winning mentality in all aspects of their professional and personal life. He eagerly anticipated welcoming Messi to the United States as part of the extended Hard Rock family.
In conjunction with the campaign, Hard Rock International released a TV commercial titled “Something New is Cooking,” directed by Marco Grandia and the Yes, We’re Open agency, featuring Lionel Messi. The commercial is currently being broadcasted in local markets worldwide. Additionally, fans can unlock exclusive 360-degree digital experiences by scanning a QR code, leading to a special welcome message from Lionel Messi himself, an augmented reality encounter featuring Messi and the Chicken Sandwich, Messi trivia games, online shopping opportunities, and more.
“Greatness Happens Here” marks the beginning of a new chapter in the partnership between Hard Rock International and Messi, following the successful launch of the “LIVE GREATNESS” campaign and the Messi Burger in March 2022. In November 2022, the brand introduced a co-branded retail collection and a special-edition version of the fan-favorite Messi Burger called the Champion’s Edition, celebrating Messi’s world championship triumph and historic victory.
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