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.
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!