Didier Drogba and Lionel Messi set out on a culinary race around the world for Turkish Airlines

Didier Drogba and Lionel Messi are racing to find the most epic food on the planet in Turkish Airlines latest global advertising campaign created by CP+B London.

Following on from Kobe Bryant and Lionel Messi's 'Selfie Shootout' which clocked up over 137 million views in 2013 for the airline, the new campaign utilises the universal appeal of food.

Serdar Ekrem Şirin, Turkish Airlines, advertising manager, explained: "Turkish Airlines is passionate about food - from the amazing cuisine of our country to every dish that we serve on our flights and in our lounge.

"Turkish Airlines targets culturally curious travellers, who are bored with conventional destinations and sightseeing, and want to experience life as a local. Food is the best way to understand a culture, which is why we care so much about our catering and why we've made food the true hero of our new campaign."

The film seeks further engage viewers with the EpicFoodMap.com where Turkish Airlines will soon launch a competition allowing fans to upload their own food travel photos to win a trip to the locations featured.

Drogba and Messi will get the ball rolling on Tuesday 18 November with their favourite foods with the aim to create the most adventurous food map, inspiring people to travel to new destinations.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.