World of Mouth

Year: 2024

Scope: 
Media communications
Events 
Strategic planning
Consulting and coaching

A Tasty Debut in Copenhagen

When WoM Plus prepared to launch in Copenhagen at the end of 2024, the goal was to introduce the brand in an intimate, authentic way that would resonate with Denmark’s vibrant food community. Rather than going big, the brand wanted to go deep, connecting personally with press, key opinion leaders, and influential voices shaping the local culinary scene.

Approach

Mellakka partnered with a like-minded local agency Ponder to design a breakfast launch that would bring together the right people in the right setting. Together, we curated a guest list of 30 handpicked tastemakers and hosted them at Sanchez, one of Copenhagen’s most beloved restaurants.

To maximize visibility, Mellakka complemented the event with strategic media outreach. We pitched the news under embargo to relevant outlets across food, lifestyle, local news, and restaurant media in Denmark, while Ponder leveraged their close journalist network to secure attendance. In parallel, the launch was also announced in Finland, ensuring cross-market awareness.

Highlights

• Full house: The launch exceeded expectations, drawing 35 guests from the very heart of Copenhagen’s food culture.

• Meaningful connections: Guests appreciated the opportunity to hear the WoM Plus story directly from the founders, creating personal and lasting brand connections.

• Media visibility: The launch secured several articles in relevant Danish outlets, building momentum for WoM Plus’s entry into the market.