The Edible Country
Visit Sweden
The story
In Sweden, naturally healthy food can be found just around the corner - in the forests, lakes and meadows. That insight became the Edible Country: the world's largest gourmet restaurant, launched in 2019.
Working with Visit Sweden, I helped shape campaign copy that invited travellers to forage, cook and dine in the landscape itself. The language needed to feel both inspiring and accessible - turning Sweden's outdoors into the world's largest gourmet restaurant.
The result is a concept-led tourism story where nature is the venue, the ingredients are local, and the experience belongs to the visitor.
[Add your text here: how the story was told — the process, roles and decisions behind it.]
The work
Read the campaign page that guided visitors from idea to booking through clear, sensory copy.
