Trøndelag's Culinary Heritage

Trøndelag County Council wanted to celebrate the European Region of Gastronomy 2022 title and strengthen the region's food culture. Nonspace developed the campaign “Spis Sammen” and “Dyrk Sammen” (Eat Together and Grow Together), with long tables across Trøndelag and urban gardens in Trondheim and Steinkjer, reaching more than 134,000 unique users on Facebook and Instagram.

Highlights

European Region of Gastronomy concept & campaign for Trondheim's Gastronomy by Nonspace

A chef's hands adding garnish to a broccoli and lemon dish in a dark bowl — by Nonspace

A hand holding a green trowel plants seedlings in a raised garden bed with empty nursery pots nearby — by Nonspace

A group of women enjoying a communal dinner at a long candlelit table with food and drinks — by Nonspace

A hand holding a spoon over a plated ceviche dish with diced tomatoes and nasturtium leaves — by Nonspace

A long dining table set with gray napkins, colorful bottles, candles, and dried flowers for an outdoor event — by Nonspace

A group of people enjoying a communal outdoor dinner at a long table in an alleyway with string lights — by Nonspace

A group of people sharing a communal dinner at a long table with blue plates and candlelight — by Nonspace

A couple sharing prosciutto at a social dinner gathering with bottles on the table — by Nonspace

A dinner table with broccolini, cured meat, red drinks, and a candle as hands reach for shared plates — by Nonspace

A young chef in a white shirt and black apron holds a plated dish at an outdoor dinner event with string lights — by Nonspace

A promotional flyer for Trondheim-Trøndelag European Region of Gastronomy 2022 lying on a concrete surface — by Nonspace

A poster promoting Trondheim-Trøndelag as European Region of Gastronomy 2022 displayed on a glass window — by Nonspace

About the project

In 2022, Trondheim and Trøndelag were awarded the title of European Region of Gastronomy, recognising the region's deep-rooted food traditions, innovative producers, and strong commitment to sustainability. With a unique blend of coastal, agricultural, and forest landscapes, the region offers world-class ingredients, a thriving culinary scene, and a close connection between chefs, farmers, and nature, making it one of Europe's most exciting food destinations.

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“Social dining” and cultivating a good atmosphere around the long table have deep roots in Nordic and Trøndelag culture. The long table represents community, warmth and togetherness, values many people in Trøndelag recognise.

After a period of strict social restrictions, we wanted to highlight more than the food itself. The campaign would also show how a meal can bring people together, and the joy and engagement that arise when we create good food experiences together.

Marketing

Performance marketing

Media Strategy

Campaign Development

Trøndelag wanted to strengthen community and food culture in the region by promoting local food experiences and encouraging people to grow their own produce. At the same time, it was important to raise awareness of Trøndelag as European Region of Gastronomy, to put Trondheim and Trøndelag on the map.

We wanted to create engagement and greater awareness, knowledge and pride in Trøndelag produce and food through events with outdoor long tables in different places across the region: city streets, museums, ski slopes, greenhouses, farms, mountains and shorelines. After a long period of social distancing, we wanted a timely, unifying idea to celebrate and draw attention to hyper-local produce.

We created a two-part campaign called “Spis Sammen” (Eat Together) and “Dyrk Sammen” (Grow Together).

Spis Sammen: To raise awareness of local food experiences and foster togetherness around the table, several indoor and outdoor events were held in collaboration with restaurants, food producers and venues across Trondheim and Trøndelag. Film and photography documented long tables set across the region. Ads promoted the concept, specific food experiences and ticket sales. Print ads were also placed in local magazines, and signage and visual elements were used at food festivals and events to raise awareness of the campaign.

Dyrk Sammen: To encourage people of all ages to grow their own produce, urban gardens were set up in Trondheim and Steinkjer, where participants could sign up and receive a growing box with the necessary equipment. Videos and social media ads were used to recruit participants and introduce the growing locations. Information videos were also made for schools to teach children and adults about growing. Seed packets and brochures with growing tips were handed out at schools and kindergartens to encourage more people to take part.

The digital marketing strategy for Trøndelag County Council and European Region of Gastronomy delivered reach across platforms. With video and carousel ads on Facebook and Instagram, we reached more than 134,000 unique users. On Snapchat, we reached more than 234,000 unique users. Programmatic video ads on VGTV and TV 2 also extended reach beyond social media.