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.