German tourist board enlists HelloFresh for culinary campaign
The German National Tourist Office (GNTO) UK and Ireland has teamed up with global meal kit company HelloFresh UK as part of its Culinary Germany campaign for 2018.
It is the first time that HelloFresh UK has partnered with a tourism board to develop a regional speciality recipe for its customers.
A German-themed recipe, offering a modern twist on the classic German Schnitzel, will be sent out to HelloFresh UK customers.
The box will include inspirational travel tips about Germany as a culinary destination, plus a voucher from online travel agent Secret Escapes offering a £25 discount off holiday bookings to Germany.
The GNTO’s culinary campaign throughout 2018 has focused on regional foods and includes a recipe page on its website featuring specialities from each of the 16 federal German states and is linked on social media through #EnjoyGermanFood.
As food tourism becomes ever more popular, the collaboration with HelloFresh UK provides a new opportunity to raise awareness of the diversity and mouthwatering quality of German food, plus inspiration for food travel.
Beatrix Haun, director of the GNTO UK and Ireland said: "German cuisine ranges from Michelin-starred restaurants, to cosy family run traditional inns, modern street food and the new generation of innovative young chefs emerging today.
"We selected Schnitzel for our recipe – a favourite German dish – which the HelloFresh UK chefs have reinterpreted as a modern classic."
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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