Inquire personally now:
Hubertus von Kolkow
+49 731 140 36 – 10
h.vkolkow@agentur-halma.de
Campaign Agency for Food Brands with an Appetite for Impact
HALMA works as a campaign agency for food brands according to a clear principle: every campaign gets exactly one guiding idea that works equally well in ads, mailings, social posts, and at the point of sale. Food manufacturers often spread their budget across individual measures without a common thread. The folder then tells a different story than the banner, and the trade fair appearance again something new. Because each medium reinforces the others instead of starting from scratch, a strong guiding idea saves real money.
A strong food brand isn’t created by chance.
The idea grows from your brand’s core. If that’s not yet clearly defined, we’ll sharpen it first in Food Branding. Only then will headlines, imagery with real appetite appeal, and a channel plan with clear deadlines be created. Do you already know your most important target audience precisely? Then the campaign agency goes directly into the ideation phase; otherwise, we’ll first clarify together who the campaign should reach.
Each channel plays its own role in the campaign. The ad grabs attention, the mailing provides details, social media shows the application in the kitchen. The decision is finally made at the point of sale. If a campaign agency clearly distributes these roles, it gets noticeably more out of small budgets than a series of pretty individual motifs.
Foodservice campaigns that find their way into professional kitchens
Chefs and buyers in community catering read advertisements differently than end customers. They check whether a product saves time, fits into the budget, and convinces the guest. Therefore, ingredient costs, preparation, and recipe ideas come before the advertising promise, just like in all foodservice marketing that we implement for manufacturers. In foodservice, an agency for campaigns must understand calculation and kitchen routine, not just design.
Plantmade shows what that looks like on a large scale. Under this umbrella, Unilever Food Solutions bundles plant-based products from several brands. Over several years, folders, advertisements, banners, and a landing page were created and rolled out for restaurateurs from Hamburg to Vienna to Zurich. Each new motif had to fit the existing umbrella campaign. The experience gained from this now flows directly into our Plant Based Marketing.
For Dawn Foods, among other things, the national campaign Sweet Memories and the project Dein Eis mit Charakter were created. Such projects show whether a campaign agency understands the industry or just delivers pretty pictures.
Campaign Agency or Media Agency: The Difference for Food Brands
A media agency plans and buys reach. It decides in which media an ad appears and how often. A campaign agency, on the other hand, develops what is seen in these advertising spaces, i.e., the idea, message, design, and all campaign materials. Both roles complement each other but do not replace each other.
For food brands in foodservice, this distinction is particularly important. Trade magazines, wholesale brochures, mailings to restaurateurs, and trade fair appearances require strong content rather than huge media budgets. A trade magazine for commercial kitchens often reaches more decision-makers than an expensive poster campaign. Many manufacturers therefore do well with a campaign agency that is responsible for concept and production. Placement and media buying remain with the publisher or a media agency.
In large-scale audience campaigns, both sides work closely together. We then deliver creatives, formats, and print data precisely according to the specifications of the media planning. Make sure that your campaign agency knows these specifications early on, because trade ads, large-format billboards, and online banners require completely different formats.
Have an advertising campaign created without managing five service providers
Manufacturers often book agencies, printing companies, and shipping service providers separately for an advertising campaign. Each interface requires coordination. Deadlines slip as soon as a print run needs to be reprinted. At the latest, every campaign agency realizes how expensive separate partners are.
This can be avoided. Do you want to have an advertising campaign created without coordinating print data, print runs, and address lists yourself? Our sister companies in the KAOS/Carbunus Media Group handle lettershop, mailing dispatch, and the dispatch of complete campaign equipment to sales representatives or branches. Concept, printing, and dispatch thus interlock without you having to compare three offers.
For you, it remains one contact person and one common timetable. As a campaign agency, we keep an eye on approvals, delivery dates, and remaining quantities until the last action box reaches the recipient. The network stores remaining copies for the next wave if desired.
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
An agency for campaigns that supports your food brand long-term
A campaign rarely ends with the last banner. Returns from mailings, inquiries via the landing page, and feedback from the field show which message resonated. From this, we plan the next wave instead of starting from scratch every year. Recurring occasions like the spring assortment or the winter season in gastronomy particularly benefit from this continuity.
Between campaigns, Food Content Marketing keeps your brand present with recipes and application tips. This way, the core idea remains visible even when no promotion is running. When the campaign agency knows your assortment for years, briefings become shorter and results more accurate.
You’ll have your first conversation with Hubertus von Kolkow, our Head of Brand Consulting and Strategy. You can reach him at +49 731 140 36 10 or book an appointment via his calendar. Feel free to bring your seasonal planning and most important products. From the conversation, a first sketch for your next campaign with us as your campaign agency will directly emerge.
Inquire directly now:
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.
