Petter Lublin
Creative Director at Prime Weber Shandwick
Stockholm, Sweden
TitleThe Edible Country
BriefTo make Sweden top-of-mind for tourists who love food and nature, the entire country was transformed into a restaurant. Because in Sweden, healthy food is found outdoors. Four Swedish Michelin-starred chefs created a unique menu based on ingredients found in the countryside. The menu and videos explaining how to cook the dishes were available online, while tables with cooking equipment were set up in beautiful locations around the country. Those looking for a Michelin-class food experience could book a table for free on Bookatable.com. Sweden: The Edible Country.
Agency
Campaign The Edible Country
Advertiser VisitSweden
Brand Visit Sweden
Date of First Broadcast/Publication 2019 / 1
Business Sector Destinations (Countries & Places)
Story As part of the initiative, seven handmade wooden tables have been placed across the country with readyto-use kitchen kits and cooking tools. The tables are bookable between May and September on Bookatable.com. And if they are fully booked, it is still possible to visit The Edible Country and prepare the dishes at any other preferred location within Swedish nature.
Philosophy To highlight healthy and natural food available in nature, Sweden, together with four Swedish Michelin-starred chefs, is launching The Edible Country – a 100 million acre DIY gourmet restaurant. The restaurant, with a menu created from ingredients found in Swedish nature, is free of charge and open for reservations to anyone through Bookatable.com.
Media Type Web Film
Length
More Information visitsweden.com/ediblecountry
Creative Director
Chief Experience Officer

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