French Apéritif market in Copenhagen

Client: The French state

01 | Challenge

Gastronomy in the broad sense is a topic that is especially appreciated by Danish consumers, and today Copenhagen is one of the main capitals when it comes to gastronomy. With that point of view, we were tasked with promoting French gastronomy and affirming the diversity of French gastronomic culture and its business in an informal way through the aperitif concept, to a large number of Danes.

02 | Solution

We chose to start from the most frequent and gastronomic hub in Copenhagen - Torvehallerne. We organized a French market called "Apéritif à la française", a free public market that allowed importers of French products to market their quality products towards an interested audience. The event was set up with a large tent in front of the Torvehallerne’s buildings, where exhibitors, importers and distributors of French products (wine, food, beer, alcohol and other related products (knives, dishes, etc.) illustrating French savoir vivre) could present and sell their products. 

A VIP event was organized for the opening of the market, where journalists, official representatives of France and significant importers were invited. "Apéritif à la française" pictures placed on and around the tent presented the operation to the public. The event was also communicated through various media partnerships (print, online, e-mail) with Aller media, Copenhagen Food, Madbillet and La France magazine. Press releases was sent out and information was posted on various social media (Torvehallerne,, Dining week, gastronomic places etc.).

03 | Result

  • About 30,000 visitors at Torvehallerne during the 2 days of the market
  • +70 brands represented at the market
  • 20 partners participated in the event
  • 4 media partnerships resulting in +1.2 million contacts 

Interested in this case?

Peter Esper Larsen
Head of Food & Wine in Denmark

+45 (0)24 615 903