Inquire personally now:
Hubertus von Kolkow
+49 731 140 36 – 10
h.vkolkow@agentur-halma.de
Make food an experience for all the senses at your trade fair stand
Trade visitors decide in passing at a trade fair whether they will stop, so your exhibition stand must make food understandable at first glance. HALMA develops stand concepts, graphics, and trade fair materials for food brands in the D/A/CH region, especially for manufacturers who supply gastronomy and large consumers. A good stand reveals from the aisle what you sell and why it tastes good.
A strong food brand isn’t created by chance.
While classic exhibition stand builders provide walls, counters, and lighting, we ensure that food and brand play the main role in exhibition stand construction. The space shouldn’t look like a furniture catalog. Colors, key visuals, and tonality come from your brand identity. A trade fair service provider, with whom we plan the design together, handles the setup.
How many sides of your space are open to the aisle? A row stand is only open to the front, a corner stand to two sides, a peninsula stand to three, and an island stand all around. The more open sides, the easier it is to taste food directly from hand at the exhibition stand.
As soon as open goods are involved, the planning changes. According to EU Hygiene Regulation 852/2004, even temporary stands need a way to hygienically wash hands, plus cooling and short distances behind the counter. That’s why we plan food as the main protagonist from the start when designing the exhibition stand. The tasting isn’t squeezed between two brochure stands afterwards. Refrigerated display cases and a dedicated back area keep food appetizing at the exhibition stand even on the third day of the fair.
A trade fair stand at the food fair in the look of your packaging
You know it from sales: customers usually see your product first in the catalog, in the wholesaler’s order portal, or in the refrigerated section at the cash & carry. Buyers recognize food at the trade fair stand that they have previously only seen as a photo or as a box in the warehouse. However, this effect only works if the stand and packaging visually belong together. If your packaging comes from our Food Packaging Design, we transfer color codes, fonts, and product photos directly to the back wall, counter, and screens.
If you have several product lines in your program, we structure the exhibition stand for food manufacturers by assortment. Convenience on the left, Plant-Based on the right, novelties in the middle. For a food product launch, the novelty gets the most prominent spot and its own screen. We reuse displays and shelf stoppers from your sales promotion as stand elements instead of producing everything new. Buyers find their way around faster if a food exhibition stand is sorted like your catalog.
LED banners, digital steles, and displays for your food brand
Explaining food products at a trade fair booth often works better with moving images than with any text panel. For Unilever Food Solutions, our team developed custom digital signage software that runs on a 42-inch touchscreen totem at trade fairs. Visitors can open the webshop there or take a fair selfie, which a photo printer immediately prints with the customer’s branding. This turns a short stop into a contact that the visitor takes home with them.
While guests sample food directly at the trade fair stand, a screen above the cooking island shows preparation and portioning on a loop. LED strips carry the new product out into the aisle. We produce the matching content ourselves, from the application video to the animation for the stele.
Stand concepts that attract buyers from gastronomy and wholesale
Chefs, caterers, and wholesale buyers make up the audience at foodservice trade fairs like Internorga. How much is in the package, how does the product perform in the kitchen, what does a portion cost? That’s exactly what they want to know, not the prettiest slogan. Therefore, a good trade fair stand presents food as it will later arrive in the professional kitchen: in a GN container according to DIN EN 631, in bulk packaging, on a plate.
A division into three zones has proven effective:
- Cooking island for live cooking and tasting directly in the aisle
- Discussion area with seating for conditions and listings
- Counter with folders, samples, and order forms to take away
Wholesalers often meet food manufacturers in person for the first time at a trade fair stand. To ensure this contact doesn’t fizzle out after the fair, folders and discussion materials from our Foodservice Marketing continue to work in the field. For in-house wholesale fairs or regional appointments, a mobile system consisting of a trade fair wall, counter, and roll-ups is often sufficient. This set can be used multiple times and pays for itself faster than a custom build.
Personalized consulting for every strong brand
and those that want to become one.
Hubertus von Kolkow
+49 731 140 36 – 10 | h.vkolkow@agentur-halma.de | » To the appointment calendar
Food know-how for your trade fair stand in the food industry
For Salomon FoodWorld, we designed their appearance at Internorga in 2019. The motto #BeDifferent came from an innovation folder for the new burger offensive, which we had developed beforehand. On the stand, a calm, dark environment showcased the colorful key visuals. A gallery displayed each burger as its own work of art.
The complete design was created together with the trade fair service provider. We supplied lightboxes, roll-ups, a digital stele, as well as image and application videos for the screens above the cooking island and in the lounge. The concept, folder, and stand thus told a continuous story. This interlocking is crucial when a trade fair stand is not just exhibiting food, but selling it.
As a Food Marketing Agency, our team thinks beyond the trade fair day and plans invitation mailings beforehand as well as follow-up actions afterwards. Is the next trade fair already in your calendar? Then tell us the date, stand size, and product range. We will get back to you with a proposal for concept, timeline, and budget, so that your trade fair stand brings food and brand together at a glance.
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Here's everything we can do for you!
Radiance for Brands
One team – one idea – one strategy. Our goal: the lasting success of your brand. With strategic communication, we holistically strengthen your brand identity and make you visible. With strong namings, concise slogans, creative logos, and individual design, we give you the right corporate design in addition to the right strategy.
Focus through Print
Emotional and valuable: Print touches and has a lasting effect. With more than just a very good eye for typography, image editing and illustration, we design your brochures, magazines, catalogs, books, advertisements, posters, flyers, mailings and everything else that can be printed and refined.
Magic with Technology
Long live individuality – especially when we make it responsively experienceable! Whether it's web development, content management, shop systems, digital publishing, newsletters, or individual applications – we don't offer pre-made websites or modular solutions. With us, your wishes define the result and the experience.
Movement in the game
We teach your message how to run: Lights, camera, action! From the first storyboard, to emotional sounds and cool effects, all the way to the final cut, we handle everything that satisfies your users' need for information and entertainment. The result: films and animations that are not only moving, but also moving.
Relevance for everyone
Inform, advise, entertain: Whether it's a comprehensive content strategy, storytelling, or individual content for print and online media – we offer your target group crucial informative added value and place it in the right context.
Form with function
Functionality, haptics, emotionality: convincing factors when it comes to your product's packaging, an unusual idea for your product launch, or a creative mailing. We create packaging in all possible shapes and with unusual techniques. Because everyone knows: the first impression is what counts!
Lights out, spotlight on
Your perfect appearance is important to us, which is why we put you and your event in the right light. From a complete exhibition stand or an all-round package for your event to LED hoardings, digital steles, displays, tailor-made guidance and orientation systems, or even individual event materials.
Likes, likes & liiiikes
Instagram, Twitter, Facebook, YouTube and co.: taking into account their individual strengths, we'll make your social media channels glow with the right strategy, a crisp message, or a cool animation.
