Case Scenario: Bocuse d’Or

Try Swedish was launched on the French food fair Sirha in Lyon, in conjunction with the prestigious cooking competition, Bocuse d’Or, in January 2013. More than 185,000 visitors from 138 countries visited the fair. The Swedish booth’s message was, of course, “Try Swedish!”

Visitors were treated to Swedish drinks such as beer, water, apple “must” (non-alcoholic cider) and whiskey, as well as samples of cheese, tunnbröd (Swedish flatbread), arctic char and delicacies like juniper-smoked mayonnaise and mustard smoked over apple tree shavings. The Try Swedish film was projected on the plywood-covered walls and visitors could borrow colorful headphones from Urbanears in order to hear the message.

A smaller Try Swedish booth was erected inside the VIP area at Bocuse d’Or. In addition to allowing guests to sample Swedish fare, the purpose of the booth was to promote Stockholm as the host of the Bocuse d’Or Europe in May 2014. At the booth, visitors could look out over a gastronomic cycling map of Stockholm. Above the map was a bike with a bike basket fully loaded with Swedish delicacies – all branded with Try Swedish labels.

Cykelkarta över Stockholm
Cycling map of Stockholm

Nice paper bags filled with Swedish items were available for journalists and foodies to take home with them. They contained chocolates, a hat from the finest wool with Sami patterns from Denim Demon and a Try Swedish folder with press materials.


Prince Carl Philip and Eskil Erlandsson, the Minister for Rural Affairs, and Sweden’s chef elite were on hand to cheer on Adam Dahlberg and his team at the Bocuse d’Or. Everyone on the Swedish cheerleading squad got a canvas bag that read, “Try Swedish at Bocuse d’Or,” which included cheerleading jerseys, chocolates and beverages for a long day on the grandstand. Hurrah!


Help us put Sweden on the map!

Try Swedish is an open invitation to all the food lovers in the world to discover and taste our food culture and lifestyle. It is a message that we use in order to talk about our history. Together we will awaken an appetite for Sweden – all around the world.


What is Try Swedish?

Try Swedish is a concept that combines the marketing efforts of producers, restaurants and destinations with the goal of building curiosity among food lovers, opinion leaders and decision-makers worldwide.


What to do

Anyone can use Try Swedish when they are communicating abroad about Sweden’s food, drink and experiences. Here are the tools to help make the concept come alive.



All you need to communicate Try Swedish can be found here. From creative guidelines to print-ready artwork. Position your brand, commodity or region as being part of what Sweden has to offer


Case Scenario: Bocuse d’Or

Try Swedish was launched at the French food fair, Sirha in Lyon, in conjunction with the prestigious cooking competition, Bocuse d’Or, in January 2013.


Case Scenario: London

Four hundred foodies and food journalists learned to cook and bake with Swedish ingredients. They spread the word, especially in social media by using #tryswedish.



View the Try Swedish movie and inspire colleagues, customers and partners. You can download a zip file or watch the film on You Tube.


Hang tag

On the back of the label you can write the story of your product. What makes it unique? Where does it come from? How it is produced? And why should someone buy it?