THE DUTCH WEED BAR

Commissioned by the Netherlands Board of Tourism & Conventions (NBTC), we brought the Netherlands to the heart of Europe's largest trade fair for business events with a unique activation: The Dutch Weed Bar. As part of the campaign to position the Netherlands as a sustainable and attractive business destination at the IMEX fair in Frankfurt, we offered visitors a taste of Dutch culture with a creative twist.

To generate curiosity beforehand, we used teaser announcements via press releases and social media. Visitors were invited to come and experience The Dutch Weed Bar, which created a buzz around the activation.

Curious visitors who came to the Dutch stand were greeted by a striking vending machine like those familiar in Dutch streets, but with an innovative twist. Instead of traditional snacks, this vending machine offered healthy treats from our own seabed! The sustainable seaweed snacks from 'The Dutch Seaweed Bar' come directly from the Netherlands' largest nature reserve: the Oosterschelde. Signage with the text ‘Try and sea for yourself’ invited visitors to open a compartment in the snack wall.

Stand visitors received the seaweed crisps in a cardboard box containing facts & figures about the Netherlands as a business event destination. This way, they were introduced to a healthy snack from the Dutch seabed while simultaneously learning more about the country!