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Landwinkel Corporation is a Dutch franchise concept with more than 69 affiliated stores. This corporation is committed to living in rural areas and to involve citizens in the countryside, the farm and its products.

Assignment description
Landwinkel had organized in the week of taste, in the last week of September 2008, a Taste Tour on the shop floor. This tour aims a wide audience to taste of the traditional and natural products from the Farm Stores. The taste tour was launched on Saturday, September 20, 2008. Top cook Toine Smulders was creating suprising food with pure Dutch products from the Farm Stores. Pors|de Ridder PR is responsible for the PR around the Taste Tour on the shop floor.

Approach
Pors|de Ridder PR developed a practical and pro-active strategy that consists of two parts. The national publicity of the Landwinkel Corporation focused mainly around the kickoff of the Taste Tour on the shop floor. Pors|de Ridder PR selected the ten most important titles for Landwinkel. These editors were personally invited to be present at the launch by Toine Smulders. There is a list of relevant media composed. These editors are well informed about the activities around the Taste Tour on the shop floor.
Each Farm Store was given the freedom to organise actions in the week of the Taste Tour. Pors|de Ridder PR supported these actions by creating publicity for the Farm shop in the local media. For any Landwinkel, there was a press release that was sent to relevant editors.

Result
The Taste Tour was very successful. Many consumers discovered the pure products of Landwinkel and the media paid attention to the Taste Tour. The interest of the national and regional media was high. This resulted in more than 140 postings. The most important result is more recognition for the Landwinkels and the pure, traditional Dutch products.

www.landwinkel.nl

Nederlands
Campaignweek
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