In the wise words of Jorge Luis Borges, “One becomes great by what one reads, not by what one writes.” Reading has long been known to stimulate reasoning and curiosity, contributing to the development of individuals and societies alike. However, in Colombia, literacy rates, as measured by OECD tests, are significantly low. This prompted us to take action against this issue, especially considering that in our country, over 32 billion pesos’ worth of hamburgers were sold in just one week during an event in 2023.
The key was to harness the power of taste that satisfies the stomach to nourish the souls of new readers.
La Gastro House’s campaign, “100×100,” was born from this vision. Published in Colombia in November 2023, this initiative, spearheaded by the creative minds at Geko Estudio, aimed to revolutionize the way people engage with literature by integrating it seamlessly into their dining experiences.
Picture this: You’re enjoying a delicious meal at La Gastro House, savoring every bite of their mouthwatering burgers. But alongside your order, you receive a special treat—a book carefully selected to complement your dining experience. As you indulge in culinary delights, you also embark on a literary journey, exploring new worlds and ideas with each turn of the page.
This unique approach to promoting literacy not only encourages reading but also fosters a deeper appreciation for the written word. By intertwining the pleasures of food and literature, “100×100” creates a multi-sensory experience that resonates with diners on a profound level.
But the impact of this campaign extends far beyond the walls of La Gastro House. By making books accessible in unexpected places, we’re breaking down barriers to literacy and inspiring a newfound love for reading among Colombians of all ages.
Moreover, “100×100” represents a shift towards more socially conscious dining experiences. It’s not just about enjoying great food; it’s about nourishing both body and mind, enriching lives in more ways than one.
At its core, this campaign embodies the belief that literacy is a fundamental human right—one that should be accessible to all. By leveraging the popularity of dining establishments like La Gastro House, we’re harnessing the power of food to drive positive change in our society.
As we continue to roll out “100×100” across Colombia, we’re excited to see the impact it will have on literacy rates and cultural attitudes towards reading. By creating meaningful connections between food and literature, we’re shaping a brighter, more enlightened future for generations to come.
In conclusion, La Gastro House’s “100×100” campaign is not just about burgers and books; it’s about empowerment, education, and the transformational power of storytelling. Together, we can build a nation where everyone has the opportunity to feed their minds and nourish their souls.
This professional campaign titled ‘100×100’ was launched in Colombia in November 2023 by La Gastro House in collaboration with ad agency Geko Estudio. It is a 360° and experiential media campaign that intersects the food and public utility industries, aiming to promote literacy and cultural enrichment through innovative dining experiences.
