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Carlsberg returns to its Danish roots in £15m marketing campaign

Carlsberg has launched a £15m integrated marketing campaign aimed at revitalising its Carls- berg and Carlsberg Export brands in the UK.

The campaign, called the Dan-

ish Way, sees the brand empha- sise its Danish roots and the nation’s philosophy on life. The campaign will launch across its packaging, TV, cinema, out of home and digital channels. Central to the campaign is a new TV spot, which will run in 60-second and 30-second ver- sions, starring Danish actor Mads Mikkelsen, who plays the role of a modern-day Danish philoso- pher, pondering the secrets to his nation’s happiness as he cycles through the streets of Denmark. Carlsberg has also developed a new marketing drive in partner-


Francesco Mazzei and Theo Randall to appear at Bellavita Expo

Francesco Mazzei and Theo Ran- dall will be among a line-up of top chefs demonstrating and discuss- ing new food trends at Italian food and wine trade show Bellavita. Chefs Claudio Sadler of two-

Michelin-starred restaurant Sad- ler in Milan, Felice Lo Basso of one-Michelin-starred Felix Lo Basso in Milan and Davide Degio- vanni of Gordon Ramsay’s Union Street Café in London are also in the schedule.

Danish actor Mads Mikkelsen stars in the new Carlsberg adverts

ship with music and TV sharing app Shazam, with users invited to photo-scan Carlsberg Export branding on a number of touch-

points in the on and off-trade. Watch the full TV ad at watch?v=1v8n7lL-frA&t=1s

CleanEvent launches hygiene service

CleanEvent’s new kitchen cleaning and hygiene service

Venue and event cleaning provider CleanEvent Services has launched a commercial kitchen cleaning and food hygiene service. The service allows hospitality venues, including hotels, restau- rants and event venues to focus on running a restaurant and kitchen operation without the distraction of managing the cleaning team. Tomas Gronager, chief exec- utive at CleanEvent Services,

said: “Kitchen cleaning and food hygiene is increasingly important in leisure, retail and event environments, as food has become a core part of the customer experience. CleanEvent Services’ expertise in providing high-quality clean- ing to high and variable foot- fall locations means that we are ideally positioned to expand our service in this area.”

Catering Design Group donates kitchen equipment to Northamptonshire charity

The Catering Design Group has donated

commercial kitchen

equipment worth £7,000 to the Phoenix Resource Centre in Wellingborough, Northampton- shire.

The commercial kitchen design group gave the charity seven fridge and freezer units to assist with its pilot campaign in associa- tion with Sainsbury’s. The charity will now be able to distribute chilled and frozen foods to the projects it supports. The Food Hub at the Phoenix

Resource Centre in Wellingbor- ough co-ordinates the distribu- tion of donations from businesses to those in need, which includes local homeless shelters, fam- ily centres and Northampton’s Elsie’s Café, which has a ‘pay as you feel’ ethos.

The fridges have helped the charity distribute chilled foods

Andrew Richardson, founder of the Phoenix Resource Cen- tre said: “We can now distribute perishable items to help around 15,000-20,000 people in need.”

The chefs will be cooking on stage at the Bellavita Chef Acad- emy throughout the Expo, dem- onstrating their expertise in Italian cuisine and highlighting upcom- ing food trends in the sector. Bellavita has also commissioned an extensive 2018/19 Italian Food Trends report, which will be shared only with visitors to the trade event. The report will focus on UK and US trends and will be pre- pared by trends agency the Food People, which has clients includ- ing the Casual Dining Group, Papa John’s, Waitrose, Tesco, Marks & Spencer, Dr Oetker and Bidvest. The report will identify trends in Italian food, wine and coffee, social and cultural trends, health, sharing, regionality and lifecycles of key Italian ingredients. Charles Banks, co-founder and director of the Food People, said: “This report is vital for anyone wanting to know exactly what is trending in Italian food and bev- erage. From old favourites to ris- ing stars, to broader themes such as regionality, provenance and nostalgia, in both food service and retail, and across the globe – if you work in Italian food/bever- age, then you need this report!” Aldo Mazzocco, chief execu-

tive of Bellavita, added: “Our chef line-up is looking really excit- ing, with talented and entertain- ing chefs from the UK and Italy, each bringing distinctive insight into contemporary Italian cuisine. The Chef Academy stage is set to be an incredibly vibrant element in the Bellavita Expo experience.” Bellavita is at the Business Design Centre in Islington, London on 18-20 June. For more details go to expo-events/london

28 April 2017 | The Caterer | 53

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