What to do
Everyone can use Try Swedish when communicating Sweden’s food, drinks and experiences abroad. Provided that he or she follows our creative guidelines, does not use it continuously, and shares our vision and our core values of curiosity, honesty, thoughtfulness and quality. Here are the tools to help make the concept come alive.
1. Begin with the story. What story do you want to tell? Is it about your region, product or special raw ingredient? Why should I be interested in that particular one?
2. Use your story, for example, if the wild cloudberries that grow in the norlandic bogs are handpicked and then turned into jam, this is the message you should communicate. On a menu, sign or label. If you use a label, you can hang it on your product. On the front label it could say, for example: Try Swedish! Wild Cloudberry Jam. And on the back: Hand Made in Lapland. Adds flavor to the culinary experience of Sweden. Download the print-ready artwork here.
3. Create a room for your story. Whether you’re at a trade show or hosting a stand-alone event, look at the creative guidelines for inspiration. Think: rag rugs and pine blended with modern Swedish-designed furniture. The handmade and items with intricate detail are important to highlight.
Help put us on the map
When we have previously created stories about all of Sweden or different regions, maps have been a successful part of the design. See examples of the event in London and at the Bocuse D’Or and at the Globus department store. This helped us point out places, producers, restaurants, experiences and raw ingredients and generate curiosity surrounding them.
Join the common cause
If you represent a company, have a look at the co-marketing section in the creative guidelines for examples of how it might look. Use the hangtag to show that your brand and your product is a part of the culinary nation of Sweden. It is also possible to use the message in advertising, on banners and signs and in other communication channels. The message serves as a starting point and an invitation to taste. The more companies that join forces behind the message, the clearer it will be that we offer a diversity of experiences. Invite the world to taste Sweden.
Don’t forget to be social and share
Now that every mobile phone has a camera, it’s easy to document your product or event. That’s why people say, half-jokingly but half-seriously: if there’s no photo, it hasn’t happened. If we’re going to paint a picture about Swedish food, beverages and experiences, you have to remember to document your activities. At a trade show, during an event in the archipelago and even at the top of a northern mountain peak?
Use #tryswedish when you tweet, blog or instagram about Sweden’s food, beverages and experiences. Share stories and provide links to our shared network using tryswedish.com or facebook.com/tryswedish.