Chef Richard Sandoval Launches First Immersive Global Campaign in Honor of Día De Los Muertos
Richard Sandoval Hospitality is honoring Día De Los Muertos with the launch of its first-ever immersive global campaign. From October 5, 2021, through November 2, 2021, over 30 participating locations — both nationally and internationally — will offer guests a chance to partake in the celebration with marigold-inspired dishes and beverages, a signature Spotify playlist, online tutorials led by Chef Richard Sandoval and more.
Día De Los Muertos or “Day of the Dead” is a two-day festival originating from Mexico that unfolds in an explosion of color and life-affirming joy aimed at demonstrating love and respect to the past while setting intentions for the future.
“Día De Los Muertos is not a Mexican version of Halloween,” said Chef-Restauranteur Richard Sandoval. “Though related, the two annual events differ greatly in traditions and tone. Each year in towns and cities throughout Mexico, revelers don makeup and costumes, hold parades, host parties, sing, dance, and make offerings to lost loved ones over the two-day celebration. This year, I’m inviting guests to taste our marigold-inspired specials, listen to our signature Día de los Muertos Spotify channel and immerse themselves in one of my favorite holidays.”
Having grown up in Mexico-City, Chef Sandoval’s over 45 restaurant concepts are deeply rooted in his Mexican heritage and passion for introducing Latin cuisine to the world, which continually inspire him to create new and unexpected concepts that showcase his culture through a variety of experiences and programming.
The inaugural Día De Los Muertos campaign will take a 360 approach, covering not just the food and beverage front but offering signature activations, retail elements, cultural education, dynamic brand touchpoints, and bespoke pieces that celebrate the holiday.
To bring these bespoke pieces to life, Richard Sandoval Hospitality partnered with Mexico-city based illustrator and artist, Chepe Daniel Baez. Chepe’s work explores the relationship between humans and nature, using figurative and abstract shapes to create unique pieces that span multi-mediums from murals and video games, to painting, merchandise and fine art.
Central to the campaign will be the Marigold, which is traditionally used for “color and smell to help guide the dead” during the holiday. Chepe’s work will include the famed flower as well as other cultural icons like the skull mosaic and eye of remembrance, which will be featured on Día De Los Muertos menus, accessories and retail elements throughout the campaign.
“We couldn’t be prouder to showcase the talents of our partner artist Chepe on a global scale, and what they have created truly reflects the vibrancy of the burgeoning international celebration of Día de Muertos,” Chef-Restauranteur Sandoval adds. “We think it’s important to celebrate the moments that represent the culture and heritage of our homeland in Mexico. Our culture proudly showcases in our work whether it be painting or cooking, both are ways of expressions and it’s interesting to see how our similar backgrounds translate into different aspects of creation.”
The multi-sensory campaign will feature elements of taste, through marigold-inspired food and drink specials, sound, with a curated Spotify Latin-music playlist, smell, with a marigold-infused custom candle and sight, through a virtual masterclass led by Chef Sandoval himself.
Exclusive menu items inspired by the Altar de Muertos or “Altar of the Dead” include a Chile Ancho Confit — pork belly stew, star anise, almonds and mole rosa; Braised Short Rib served with an orange blossom purée, espadin-mezcal sauce, baby patipan and sun-dried chili ash; and Pumpkin Bread Cake crafted with caramel “tacha” pumpkin, orange blossom milk, spiced pepitas and topped with cinnamon ice cream.
With Patrón as the presenting sponsor, specialty beverages include the Marigold Margarita crafted with Patrón Reposado, tonic, fresh marigold simple syrup and lime; the Habanero Blood Orange Margarita with Patrón Silver, Patrón Reposado, house-made sour and blood orange habanero; La Vela “The Candle” made with Patron Añejo, achiote, lemon, lime, activated charcoal, fernet valet, fee foam and topped with a churro; El Ojo “The Eye” crafted with Patron Reposado, pumpkin, lemon, fernet valet egg white and marigold flowers; and the La Calavera “The Skull,” a non-alcoholic beverage crafted with passion fruit, lime, ginger beer and hibiscus agua fresca.
Throughout the campaign, guests can immerse themselves in a true Mexican cooking class and learn from Chef Sandoval how to craft the Marigold Margarita and the Pumpkin Bread Cake through a virtual masterclass. The class will feature a step-by-step tutorial where Chef breaks down how to create these campaign specials right from viewer’s very homes.
Other activation and retail elements include the signature Spotify playlist curated by Paco Rozas and Christophe Bourlon, available for download all month long, the custom-made Marigold-infused candles and an at-home “Do it Yourself Marigold Margarita” kit, available for purchase at select locations.
The Día De Los Muertos campaign encompasses over 30 participating Richard Sandoval Hospitality locations in eight states including Arizona, Colorado, Florida, Georgia, New York, Pennsylvania, Texas, Virginia and D.C. and five countries including the United States of America, Mexico, United Arab Emirates, Serbia and Qatar. To find a participating location near you, visit www.richardsandoval.com/ddlm2021