Discovery

Putting the spice back into a relationship with Denmark.

The issue

For the past 15 to 20 years, Mexican food has been part of the Danish diet. In recent years, however, it has lost some of its exotic charisma and appeal and is now generally associated with fattening and often cheese-laden dishes. Food from Britain (FFB) needed a way to create positive awareness of Discovery’s Mexican product range and remind Danes that Mexican food is much more than chilli con carne and tacos.

What we did

FFB Nordic teamed-up with Discovery and Danish supermarket chain Fukta to create the Danish Championship in Mexican Cooking. The aim was to increase sales of Discovery products in Fukta stores, associate Discovery products with easy-to-prepare, exciting, and high-quality food, and renew interest in Mexican food in general. The competition was supported with a full PR and marketing campaign that included national, regional, and trade press releases, commercials, and both editorial and paid-for game shows on national and regional radio stations. Journalists were invited to the finals, which were held in Copenhagen, with post-event press releases sent to all relevant media along with fact sheets on the recipes used in the final – all of which included Discovery products. Robert Schalker, Export Manager at Discovery Foods, said: “We are delighted with the results of this campaign, and we’re very grateful for the help of FFB. Following the success of this project in Denmark, we have undertaken another project with FFB Nordic in Sweden, with more campaigns planned for the future.”  

The result

Following the final, sales of Discovery products in Fukta stores increased by a stunning 130 per cent. Extensive coverage was achieved on a national, regional and local level – in the print media and on television and radio stations. The competition even featured on BBC Radio 2 programme Around The World.