Snack-sized food guide to Helsinki

Showing Helsinki’s culinary landscape through a fresh perspective

Helsinki boasts a vibrant culinary scene, but it can be challenging for locals to recognize what stands out to an international audience. How to showcase Helsinki’s wild and unconventional culinary landscape through fresh eyes?

Advertising PR and media relations

Client: Helsinki Partners

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Executive summary

Helsinki Partners aimed to position Helsinki as a premier culinary destination for international audiences. Recognizing the challenge of seeing our own city from an outsider’s perspective, we collaborated with Adam Tickle, a newcomer to Helsinki, and his passion project, Helsinki Playground. It is a concept and an idea that ventures into the physical world through product, collaborations, events and temporary physical locations connecting the dots and people surrounding the creative capital of Finland. By presenting Helsinki through the fresh lens of an outsider, we were able to offer a unique and captivating view of the city’s ever evolving culinary scene.

Insight highlights

  1. Helsinki food scene is easygoing and ever evolving

    It’s a mix of Finnish traditions, international influences, wild flavours, and trailblazers with fresh ideas.

  2. It’s difficult to see the essential when you stand too close

    It’s challenging for us locals to view Helsinki from an outsider’s perspective and recognize what stands out to an international audience.

  3. Looking through the eyes of an outsider

    By showcasing Helsinki through the eyes of an outsider, we can provide fresh and intriguing perspectives on the city and its culinary offerings.

Campaign visibility

The campaign was featured on international social media platforms and displayed on DOOH screens at Helsinki streets and Helsinki Airport. You can check out the full episodes at myhelsinki.fi. 

The tagline ‘Helsinki is snack-sized but full of flavor’ fits so well with our city, we got a lot of positive response. All materials capture the identity of our city – Helsinki is real, not perfect – in a great way. It puts the classic, diverse, and wild culinary scene of Helsinki on the map.

Rick Stenders

Manager, Visitor Brand and Marketing, Helsinki Partners

Miltton’s input

  • Creative Planning
  • Copywriting
  • Art Direction
  • Social media campaign

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