Feast Helsinki

Making Helsinki a global food city icon

Feast Helsinki is a marketing campaign that aimed to promote Helsinki as a unique food city to both domestic and international audiences.

Advertising Social and influencer marketing

Client: City of Helsinki

Executive summary

We brought to the table the Feast Helsinki concept, which also became the name of a food event held for the first time in Helsinki. The event filled the city for two months with a food-themed program. At the heart of the concept was Helsinki’s wild and surprising food culture, from MICHELIN stars to backyard berry bushes and many delicious ideas around food. The campaign showcased Helsinki’s wide range of food culture and unique atmosphere, where connection with nature blends with urban atmosphere and international flavours.

Insight

Helsinki is unique

compared to other Nordic food cities. In Helsinki, a strong connection to nature blends with an urban atmosphere and influences from East and West with Nordic traditions.
Wild, surprising and curious

attitudes towards food are central to Helsinki. Rules and etiquette can be forgotten and new things can be created in their own unique way.
Helsinki’s food culture is constantly being renewed.

Local classics live in perfect harmony with new experiments, pop-ups and ambitious culinary experiences.

Helsinki is snack-sized, but full of flavour

Idea – Food was one of the core themes of City of Helsinki’s tourism in 2024.

Our mission was to create a distinctive concept for Helsinki’s food-themed marketing that would bring out the best of the city to both domestic and international audiences. The year 2024 was also historic because during the summer the MICHELIN stars of Nordic restaurants were awarded for the first time in Helsinki, which already created media interest in Helsinki and its food culture.

How we did it?

We created a visible and distinctive campaign package, including a campaign film, as well as multi-channel advertising, which included advertising about the Feast Helsinki event and the related programme. Advertising was visible to target groups in relevant channels, social media, cinemas, outdoor advertising, festivals and the City of Helsinki’s own offices.

Influencer collaboration was utilized to create content that engages the target group to support the campaign. To ensure campaign visibility, we also created ready-made marketing materials for the participating restaurants, which they shared in their own channels.

“Miltton did a great job in creating a delicious and original food concept that told the story of Helsinki as a food city and travel destination. Feast Helsinki offers an urban and suitably wild, customer-oriented collaboration platform for Helsinki’s food offerings now and in future adventures.”