Skip to content
Case

Michelin chef book launch to celebrate Irish food culture

Michelin chef book launch to celebrate Irish food culture
Lifestyle
Travel

In the week of St. Patrick’s Day, two of our clients – one food client and one travel client – joined forces across Related’s lifestyle and travel categories to celebrate the rich and versatile Irish cuisine. 


Tourism Ireland (the official Irish tourism board) and Bord Bia (Irish Food Board) did so with an event hosted in Copenhagen aimed at food and travel media, influencers and Irish diaspora. The occasion was the launch of the cultural reference book to food in Ireland “An Alphabet of Aniar: Notes for a New Irish Cuisine”, written by Irish Michelin-star chef JP McMahon, who runs the acclaimed restaurant Aniar in Galway. 


Irish food culture is an integral part of what Ireland offers as a travel destination, and food tourism is generally on the rise among Nordic travelers. Therefore, the event was a perfect opportunity to display and activate some of the many synergy effects that exist between Related’s lifestyle and tourism categories.


The event guests were given an exquisite taste of what Ireland has to offer – from tender lamb and fresh oysters to flavorful grass fed beef – prepared especially as a tribute to the abundance of beautiful ingredients on the West Coast of Ireland. 


Combined, the guests’ organic SoMe posts and stories from the event had a potential reach of 306,000, and the news about the book was covered in both B2B and B2C media such as Berlingske, Mandekogebogen, Fødevarefokus and others. 


Most importantly, the event was a great opportunity to strengthen the relationship between key food and travel media profiles and our two clients. It also was a great arena to drive home some of the key messaging about Ireland as a tourism destination and food hub.


Image credit: Mads Eneqvist @madseneqvist

Other cases

Inspirational sampling events to encourage Danes to eat Irish lamb
Lifestyle

Inspirational sampling events to encourage Danes to eat Irish lamb

Not only is Danish celebrity chef Claus Holm a well-known and loved TV personality – he also has a deep personal love for Irish lamb and beef and has visited the green island on several occasions. For our client Bord Bia, the Irish Food Board, it’s hard to find a more genuine and trusted ambassador. To …
See case
Virtual Door: Influencer Campaign focusing on trust and origin
Lifestyle

Virtual Door: Influencer Campaign focusing on trust and origin

This spring, our client Mutti launched their “virtual door”; an AR experience where the user can open a door and step onto Mutti’s tomato fields in Parma, Italy – from the comfort of their own homes via a smartphone. The virtual door project aims to educate consumers on Mutti’s origins and history, while also deepening …
See case
Culinary Campaign: Four Nordic foodies create cookbook inspired by the food scene in Dubai
Lifestyle

Culinary Campaign: Four Nordic foodies create cookbook inspired by the food scene in Dubai

To put focus on the culinary side of Dubai, we created and executed a major campaign with Dubai Department of Economy and Tourism. The campaign focused on a cookbook inspired by Dubai’s diverse food scene created specific for the campaign by a series of food influencers.   The campaign was two folded: first, we invited …
See case
Creative Travel Kit: Creating Synergy Effects Between Travel and Lifestyle Clients
Lifestyle

Creative Travel Kit: Creating Synergy Effects Between Travel and Lifestyle Clients

At Related, we continuously work to make use of the synergy effects that present themselves between our lifestyle and travel clients. One example is when we connect influencers, who travel on behalf of our destination clients, with travel-related products from our tech clients.   Headphones are a must on long, boring plane rides – either …
See case