We were challenged to position Sweden as a genuine destination for food and nature.
With unhealthy foods having become an everyday staple for people around the world and healthy alternatives often perceived as complicated, there was an opportunity to prove that natural food can be just as tasty and easy to prepare, with a specific focus on ingredients found in Swedish nature.
We asked four Michelin-starred chefs to map out and launch The Edible Country – a 100 million-acre DIY gourmet restaurant with menus showcasing ingredients from the land, along with instructions on how to cook them. For those seeking an easier experience, at seven remote sites across the country we placed wooden tables bookable via a dedicated website integrated with the world’s largest restaurant reservations site, Bookatable.com. Supporting activity included a live sampling event at a forest location and social and influencer activation.
Results to date include 305 reservations, involving 1,110 guests from 10 countries; 19.9m social impressions; 48,000 social click thrus and over 450 pieces of coverage, including articles in National Geographic and The Washington Post. The Edible Country has since become a permanent fixture, with a further 10 locations creating jobs for local people.