Try Swedish in London

Four hundred foodies and food journalists in London learned to cook and bake with Swedish ingredients in November 2013. Then they spread the word, especially via social media, by using #tryswedish.

The Try Swedish in London campaign was created to lure more foodies into travelling to Sweden to enjoy our food and drink. With a limited budget and a desire for maximum impact in social media, Visit Sweden presented a concept of so-called Master Class lessons in cooking and baking. The goal? To give Londoners a in-depth experience of our food culture and lifestyle.

Food personalities and collaboration

Two of England’s biggest food and television profiles, Gizzi Erskine and Edd Kimber, hosted cooking classes held in the Swedish cooking studio, Aveqia. Visit Sweden worked together with the regions of Skåne, West Sweden and Gothenburg, a well as Jämtland and Härjedalen, who assisted with raw ingredients, products and last but not least, chefs.

Invitation and dissemination

The invitation was distributed at cafés and bakeries in central London as well as through Jessica’s Recipe Bag, a company that sells a packaged grocery selection with set menus. Food and travel bloggers were contacted to participate in the event and to help disseminate information about tickets. Baskets filled with Swedish products related to the theme, “Try Swedish Breakfast,” were delivered to key people and journalists.

Try Swedish Master Class

The Try Swedish Master Class event took place on November 21-23, 2013. Participants got to experience a culinary journey through Sweden with the help of chefs and food producers from the participating regions. British food lovers got to cook seafood from Lysekil, and taste drinks from birch sap to port wine. The cooking studio was decorated with the “Try Swedish” message. On the walls, maps of Sweden told stories about the participating regions. All of the chefs were dressed in Swedish-designed clothing and out of the speakers streamed Swedish music. Magazines about food and nice Try Swedish! bags with recipes and tasting samples were handed out to guests. Everyone was invited to further spread the word about the experience using the hashtag #tryswedish.


The campaign Try Swedish in London was a huge success. Social media was flooded with posts and photos of the experiences during the Try Swedish Master Class. Visit Sweden and the participating regions have gained valuable contacts with influential foodies and journalists in Great Britain.

Try Swedish in London

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?