Cooking has become a common interest for many, Swedish chefs and restaurants have been very successful in recent years. Mitt Kök (My Kitchen) is a broadcast format developed by TV4 in collaboration with Visit Sweden aiming at promoting Sweden as a culinary attraction in general.
Since 2011, “Sverigeresan” (The journey through Sweden) has been the event-platform for the campaign, a pop-up-restaurant has been on tour enabling a number of well-renowned chefs the opportunity to cook for Swedes in all parts of the country, using local specialities.
Mitt Kök has evolved into a fully-fledged mobile restaurant on tour, offering the opportunity to learn, taste, try and interact on-site, on-line and on TV. The mobile restaurant seats 45 and is manned by four chefs, wine-experts and special guests.
The programme has been a success, rendering strong ratings and considerable on-line traffic in addition to the enhanced brand awareness that the tour has rendered.