Winning presentation in Media category by Alena Zaklasnikova and Zuzana Zapotocka

1. EVERY LIVING ORGANISM HAS ROOTS WHICH CONNECT IT WITH THE GROUND

2. WHY THIS COMMUNICATION STRATEGY? To recruit 400 restaurants and 500 producers throughout the Czech Republic to become members of the Slow Food organisation by the end of 2011 To create 40% awareness of the program among the general public target group by the end of 2011

4. „I feel RESPONSIBLE for my health and the health of my family“ Quality Tradition „I am keen on COOKINGSHOWS“ „Eating is my PLEASURE“ Responsibility „COOKING is not a must anymore, it is my hobby“ Taste „I look for TASTY and QUALITY products“ Slow Food brings together pleasure and responsibility Consumer View Brand Offer Communication Theme „Experience the BACK TO ROOTS TOUR! “

5. Communication Theme „Experience the BACK TO ROOTS TOUR! “ IDEA Create a social gastronomic platform focusing on national heritage and responsibility ALL IN ONE TOUR TOUR of restaurants, local producers and households taking the best of the Czech heritage

6. EXECUTION Create an interactive platform on www.stream.cz containing: Reality show about Slow Food cooking in restaurants Reality show about Slow Food producers Reportage from the Slow Food events Household „TOUR“ by sharing Own Recipes Videos of cooking Slow Food Own experience Discussions Communication Theme „Experience the BACK TO ROOTS TOUR! “

8. EVERY LIVING ORGANISM HAS ROOTS WHICH CONNECT IT WHITH THE GROUND AND THESE ROOTS ENABLE IT TO BLOSSOM

9. WHAT? Experience the BACK TO ROOTS TOUR! WHY? To create 40% awareness of the program among the general public and to recruit 400 restaurants and 500 producers to become members of the Slow Food organisation HOW? By creating a social gastronomic platform focusing on national heritage and responsibility