On behalf of Go Türkiye, we set out to bring authentic Turkish flavors into Danish homes through national television during Turkish Cuisine Week (May 21–27). The objective was to increase awareness of Turkish cuisine among Danish consumers and position food as a gateway to Turkish culture and travel experiences. To do so, we partnered with Turkish-Danish chef Umut Sakarya and secured a live cooking activation on the widely watched morning show Go’ morgen Danmark on TV2.
The activation
The activation aired on May 23 and centered around a live cooking segment in which Umut prepared Nohut Dürüm, a traditional Turkish street food dish based on chickpeas. Throughout the program, viewers were brought back into the kitchen four times, with each segment lasting approximately 4–5 minutes. This format allowed for repeated exposure and created a natural, engaging flow where cooking, storytelling, and cultural insights were woven together across the broadcast.
A key part of the activation was Umut’s ability to connect Turkish and Danish cultures through food. Born in Türkiye and raised in Denmark, he brought both authenticity and relatability to the segment. While introducing viewers to the roots of the dish and its place in Turkish food culture, he also added a personal perspective, helping to make the cuisine more accessible to a Danish audience.
Extending the Reach
Beyond the live broadcast, the activation was designed to extend reach and engagement across multiple platforms. The recipe was published on TV2’s website, making it easy for viewers to recreate the dish at home, while content from the appearance was shared across both Go’ morgen Danmark’s and Umut’s own social media channels. This ensured that the activation lived beyond the TV segment itself and continued to reach audiences digitally.
Our role
Related was responsible for developing and executing the activation. This included shaping the creative concept and storytelling angle, identifying and collaborating with Umut Sakarya, coordinating with TV2 to secure and integrate the live segments, and planning the amplification across relevant channels. By working across both editorial and social platforms, we ensured a cohesive and impactful execution.
The results
The activation achieved strong visibility across both broadcast and digital channels. Go’ morgen Danmark typically reaches around 200,000–250,000 viewers per episode, providing a substantial national audience for the live segments. On social media, content shared by TV2 generated 85,000 views on Instagram, while Umut’s own Instagram post reached 140,000 views, supported by additional exposure through Instagram Stories (approximately 41,500 views per story). His Facebook post further added 16,300 views.
By combining live national TV with a strong social media presence, the campaign successfully amplified awareness of Turkish Cuisine Week and showcased the richness and accessibility of Turkish cuisine to a broad Danish audience.
Photo credit: @umutsakarya
