How do you bring Turkish flavors and culinary traditions to life for a broad Danish audience, without them taking a single bite?

On behalf of our client, Go Türkiye, we wanted to celebrate Turkish Cuisine Week (TCW), Türkiye’s annual celebration of its rich culinary heritage, by creating awareness in Denmark and bringing authentic Turkish flavors closer to a Danish audience.

Related helped make that ambition a reality.

The Activation
To spotlight Turkish Cuisine Week (held from 21-27 May this year), we partnered with the Turkish Danish chef Umut Sakarya, bringing Turkish cuisine directly into Danish homes through the well-know morning show on TV2, Go’ morgen Danmark (Good morning Denmark).

During a live broadcast on 23 May, Umut Sakarya prepared one of his favorite Turkish street food dishes: Nohut Dürüm, a simple yet flavorful chickpea-based recipe deeply rooted in Turkish food culture.

Throughout the program, the hosts returned to the kitchen four times, each segment lasting approximately 4-5 minutes. This ensured repeated exposure and natural engagement with the audience while allowing viewers to experience the stories, traditions and culinary insights behind Turkish cuisine.

The result
By combining broadcast, authentic storytelling and food culture, Turkish Cuisine Week gained meaningful awareness in Denmark and showcased the richness and diversity of Türkiye’s culinary heritage to a broad Danish audience.

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Photo credit: @umutsakarya