Irma have always been pioneers when it comes to organic food and innovation in Denmark. But, as many Danish Supermarkets tried to take ownership of organic food in 2016, Irma had to stay in the game and show that they go further than the rest.

So Irma created a surprise event for city-dwelling Copenhageners – early one September Saturday morning, we bought organic farming right into the heart of Copenhagen! Curious residents at Store Kongensgade 101 woke to the unusual sounds of roosters crowing and goats bleating. Their courtyard had been turned into an organic farm … with farm animals, mini crop fields and fruit trees. Chickens ran wild, pigs happily destroyed the courtyard grass, kids petted and fed the animals and everyone wanted a selfie with a cow … #cowfie! We also installed an old-school apple-press where an apple farmer squeezed out 100% fresh and organic apple juice for everyone. All the residents were then invited to enjoy a delicious organic breakfast together with their neighbours and friends.

The city residents loved the event saying it was a "Fantastic concept!" that created "Good vibes" in the courtyard with all the kids and parents having a really great time.

We captured the event on film with the intention of spreading Irma’s ecology message to a wider online audience – we wanted to give people who were not present a nice feeling around ecology in the city.

The event really did bring Irma and ecology closer to our Copenhagen audience and the online film helped share the “good vibes” with hundreds of thousands more. Our online film showing our surprise event generated over 350 000 views on facebook, almost 60 000 on youtube, a lot of emoji’s with almost 2000 reactions.

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