"Eat what grows around the corner" rolls on

The successful advertising campaign “Eat what grows around the corner” is entering its next phase: Together with the state capital of Hannover and the Region Hannover, Hannover Marketing und Tourismus GmbH is sending a clear message in support of sustainable, regional food—and is literally putting the issue on the rails.

On August 15, 2025, a Üstra light rail train completely wrapped in the campaign design will begin operating, running through Hannover for two months. The campaign is part of a large-scale public relations effort aimed at raising awareness of the Regio Challenge in September 2025. Accompanying activities in August will include large-scale billboards in the city center’s largest subway stations, passenger TV spots on light rail trains and at stations, as well as a herb seed packet giveaway on three Saturdays (August 16, 23, and 30) at the Kröpcke and Hauptbahnhof subway stations and along the Lister Meile—with themes related to “Eat what grows around the corner,” the “Regio Challenge,” and urban farming.

The goal of the awareness campaign is to inspire people of all ages to adopt sustainable and mindful eating habits in a creative and accessible way, and to strengthen their connection to seasonal products from the immediate local area. In addition, the second phase of the campaign aims to encourage participation in the Regio Challenge in September.

As early as spring 2025, the HMTG had launched its first advertising campaign: Starting in mid-May, specially printed postcards featuring “catchy” slogans were distributed at restaurants and recreational facilities in the city and region of Hanover, as well as at the tourist information office (print run: 10,000 copies). This was supplemented by social media campaigns to keep the topic in the public eye and generate media attention.

The Regio Challenge in Hannover has been held regularly since 2021—it began as a one-week campaign. By 2025, the format had evolved and now lasts an entire month: this year from September 1 to 30. Participants take on the challenge of consciously shopping and cooking regionally—preferably using local organic produce—for a month. The campaign period is accompanied by numerous events, such as farm festivals and food tours.

Anja Ritschel, Head of the Department of Economic Affairs and the Environment for the State Capital of Hanover:
“With this campaign, we’re bringing the topic of sustainable food right into the heart of the city. The wrapped light rail car not only whets the appetite for regional products, but also shows that climate protection and quality of life go hand in hand in Hanover.”

“Whether it’s fruits and vegetables from the farmers’ market or meat and dairy products from an organic farm: Fortunately, the Region Hannover is home to numerous farms that operate sustainably and offer their products locally without long transport distances. I’d like to invite everyone in the region to discover this variety at the Regio Challenge and try out which regional foods might also make it onto your menu for the rest of the year,” said Jens Palandt, Director of Environment, Climate, Planning, and Construction for the Region Hannover.

More information you will find under www.visit-hannover.com/regiochallenge