In 2010, ICA initiated a contest in order to elect Sweden's new provincial dish. Deportivo was asked to help out with PR to generate editorial attention around the contest and also around the cookbook that would be launched as the contest was completed.
We quickly realized our main task would be to contact local media and provide them with tailor-made interesting material and interviews with local contestants. In the contacts with local reporters we emphasized the challenge of the traditional provincial dish which created an interesting medial dynamic.
Among all the new provincial dishes one was then elected Sweden's new provincial dish, by a jury consisting of among others Sweden's Minister of Agriculture, Eskil Erlandsson.
The media approch resulted in over 80 articles in newspapers, radio and TV all over the country.