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
„Eating is my COOKING
PLEASURE“ SHOWS“
Responsibility
„COOKING is
not a must
anymore, it is Taste
my hobby“
„I look for TASTY
and QUALITY
products“ Slow Food
brings together
pleasure and
Consumer Brand
responsibility
View 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. Communication Theme
„Experience the BACK TO ROOTS TOUR! “
• 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

7. Communication Theme
„Experience the BACK TO ROOTS TOUR! “
•IMPLEMENTATION
SEED THE INTEREST TO TAKE A RIDE
Print – insertions, PR
Online - display, PPC, social ads, PR
ENGAGE IN THE TOUR
www.stream.cz platform
KEEP „ON THE RUN“
Use the content on own website
Events

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