KBH
mad
hus
Copenhagen’s food house was established by the Municipality of Copenhagen to increase focus on meal quality in all municipal kitchens.
Everyone has the right to a good meal.
We have been responsible for all communication to the kitchens, the dining guests, policies and other stakeholders.
Location: Copenhagen and Aarhus
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The Copenhagen municipality decided that all the city’s
meals would be 90% organic within a period of 2 years.
This means that all nursing homes, kindergartens, school
canteens, sports cafes, etc. would have to change production
methods, old craftsmanship and professionalism would
have to be introduced into the kitchens and an entire work
culture would have to change from prefabricated to homemade
food. Copenhagen went from 38% organic to 88% in
two years. We did network branding, identity, events and
communication
60.000
The person behind the plate One way to increase focus on meals is by exposing them to the city’s citizens. What does the food look like in the simple kitchen and what do those who are to be responsible for the meal look like? Kitchens should stand out on stage, not be hidden behind a door. The increased focus, which was both professional and visual, resulted in the organic percentage increasing rapidly, but also employee satisfaction, joy and pride in the job. Over the next two years, 60,000 daily meals increased in food quality and not least the organic percentage by 88%.
1750
1750 Photographer Brian Berg took a year to photograph Copenhagen’s entire kitchen staff and the meals they prepared that day. 1750 people in 900 kitchens. The photos were posted on the KBH MADHUS digital platform so that diners and relatives could follow how far they had come in their kitchen. The photos will be exhibited at Copenhagen City Museum and Copenhagen City Hall and later as a traveling
exhibition in various ministries.
Exhibition catalogue for the public, press and politicians
A site was developed where you can follow the organic percentage of kitchens and see
the chefs who prepared the meals.Transparency created momentum.
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Traveling exhibition is at Copenhagen City Hall.
Opening of exhibition at Copenhagen City Hall
with the participation of the Lord Mayor and the
Exposed Kitchen staff
Outdoor at selected locations
Metro fence Kongens Nytorv Copenhagen
Sprint 2
Mod 90
We turned the camera’s focus towards the diners in Copenhagen, from kindergartens to nursing homes. All those who cannot decide what they are going to eat, must insist on a well-prepared organic meal. The diners and their relatives should push the decision-maker and stakeholders to the realization:
Everyone has the right to a good meal.
The user should help push the last percentages up towards the 90%. Furthermore, we want to create an understanding among the Copenhageners for the great lift of the meal the kitchens deliver every day. The empty plate became the symbol for the vision of good healthy sustainable organic meals.
Politicians, chefs, actors, mayors support this message. We did not reach the 90%, only 88%, but an entire city has lifted the food quality, craftsmanship and ecology and has set a school in other European cities such as Berlin.
Everyone has the right to a good meal.
Campaign launch newspaper.
The diners step forward and insist on good food on their plates. SoMe, event and outdoor campaigns.
We photograph children, the elderly, politicians, cultural figures, chefs and staff etc.
Outdoor Kongens nytorv
Copenhagen
Direct mail to all Copenhagen local politician
The
heroes
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Best practice. Knowledge sharing for kitchens.
Campaign newspaper for kitchens
The
heroes
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scenes
Every
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The award for the best meal in the municipality. The award was given at a big event at Copenhagen City Hall where all the kitchens were gathered. The jury was well-known critics and chefs from the city.
The
heroes
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scenes
Campaign newspaper for kitchens