Photo of person picking ramsløg

Gastro 2019-2022 (eng)

Foto: Richard Clark

Food exporters and VisitDenmark in unique, coordinated collaboration to promote Danish food experiences for the benefit of both tourism and food exporters.

Danish Michelin restaurants have achieved a high level of international recognition. As a follow-up, in 2021 (delayed due to Covid-19) the partners launched a digital campaign on the German market focusing on the many other Danish food experiences. The aim was to attract more food and gastro-tourists to the whole of Denmark and to increase general awareness of high-quality Danish food.

Oyster Safari on Rømø, Denmark
Foto: Jacob Lisbygd
Streetside Foodstall, Denmark
Foto: © Freya McOmish, Scandinavia Standard

Eleven videos tell unique stories about local produce and enthusiasts from selected destinations across Denmark. The marketing efforts were complemented by a successful press campaign aimed at the international press.

Watch the BtC campaign videoes here on YouTube, a BtB campaign video here and a case video about the collaboration below.

Oysters by the Wadden Sea

Gastro case video

Foto: Thomas Høyrup Christensen

About the campaign

Campaign period: 2019-2021. Due to COVID-19, the digital effort only ran in 2021, while the press effort was ongoing throughout the period.

Target Group: Food and gastro-tourists and international press

Markets: Germany and international press

Partners: Landbrug & Fødevarer, DI-Fødevarer, FoodNation, Food, Destination Kystlandet, Visit Lolland-Falster, VisitAarhusregionen, Destination Sønderjylland, Destination Sjælland, Destination Fyn, Wonderful Copenhagen, Destination Nord, Destination Sydvestjylland, Destination Vesterhavet and Destination Bornholm.

Financing: Ministry of Food, Agriculture and Fisheries (Gastro 2025) and the destinations





141 mill.




8.4 mill. times





2.3 mill. times

No. of articles:




Eva Thybo
Contact us to learn more about the campaign

Senior Sustainability & Relationship Manager

See more examples of the marketing of Denmark