Why Finnish Libraries Are Lending Out BBQ Grills this Summer

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TBWA\Helsinki teams with food company Atria to bring a bit of joy to Finns post-pandemic
Why Finnish Libraries Are Lending Out BBQ Grills this Summer

Finland, known widely as the happiest country in the world, is also known for its acclaimed library system with diverse rental services that include not only books but also tools, musical instruments and sports equipment. This summer, libraries around Finland are starting to lend out BBQ grills, donated by Atria, one of the leading food companies in the Nordics.

Renting and co-owning have been global megatrends for years and in this regard, Finland is known for its acclaimed library system. Finnish people have been accustomed to lending instead of owning and as enthusiastic BBQ people co-owning grills is a natural next step.

Starting from June, BBQ grills will be added to the list as gathering restrictions caused by the coronavirus epidemic start to ease.

”People need joyful experiences this summer – and preferably in their own near environment. We wanted to enrich food culture and urban environments. Not everyone has a BBQ grill of their own, especially if one happens to live in a small apartment in an urban environment. That’s why we are happy to give BBQ grills to libraries and for people to lend,” comments marketing manager Elina Vuolle from Atria.

As most other countries, Finland is a fast-urbanising nation with majority of the population living in cities where barbecuing on balconies is forbidden. This means that not everyone has the possibility to gather around a BBQ grill and enjoy this staple of Finnish food and social culture. The aim is to make grilling accessible for everyone no matter where you live.

The original idea was created and pitched by TBWA\Helsinki. The execution focuses on social media content and activations. Content will be published throughout the summer and the campaign is intended to continue in the up-coming years.

”With this execution, we saw an excellent opportunity to touch on a global megatrend and utilise an existing system to bring something truly delightful to the Finnish people. We hope that people discover this possibility and take full advantage of it,” comments Mikko Kaivooja from TBWA\Helsinki. 

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Categories: Food, Meat & Fish

TBWA\Helsinki, 2 months ago