Mo’ love. No limits.

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A declaration of love to the burger – perhaps the most versatile food experience since food began! Long since a classic, the burger retains its trend potential: as everybody’s darling on the menus of all gastro channels. Because the burger has what it takes to fulfill the most diverse wishes that come together at one table. And those of the restaurateurs too. Burger specialist SALOMON FoodWorld® offers the largest assortment on the market and shows with its 2023 product innovations how flexible the burger topic can be. And HALMA knows how to successfully communicate this message and competence in a campaign: The hook is a never-ending love story that carries the happy ending in a continuous loop!

More about the project

Client
Salomon FoodWorld® GmbH

Industry
Food

Services
Branding
Print
Digital
Content

Partners
Daniel Esswein
Mazzini
Barbara Lang

UNLIMITED – the message literally shapes the concept: Embossed on the print-finished folder, the striking motto runs through it in terms of content, language, and visuals. The infinity symbol serves as the key visual, providing the optical common thread for “Burger unlimited”. Because with its huge burger portfolio, SALOMON FoodWorld® offers a boundless combination spectrum of patties, buns, toppings, and sauces, as well as an unprecedented variety of proteins – from beef, pork, and chik’n to veggie and vegan. Because the love story between guest and burger is only never-ending if the increasing demands for variety, diversity, handmade, sustainability, plant-based, and cultural preferences are met. A real challenge for restaurateurs, which is not made any easier by further challenges such as staff shortages. With “Burger unlimited”, SALOMON FoodWorld® therefore thinks of all guest AND gastro types and provides the common ground to fulfill every burger wish.

Concise positioning, striking profile – this is reflected visually and in terms of content in the characteristic folder plus a targeted media strategy. In strong, contrasting red and black, the magazine-like folder supports the market leader’s confident appearance. Modern food photography and a playfully cool design convey sexy food appeal! At the same time, a thoughtfully derived explanation of the numerous burger USPs convincingly introduces the topic. The clear, modular topic structure appeals to different target groups. HALMA has succeeded in appealing to existing and new customers alike: on the one hand, providing a basic overview, and on the other hand, delivering innovations and new inspirations. This way, every gastro type ultimately picks out what is relevant for them.

Thus, the “Burger unlimited” campaign not only supports the launch of new products but also serves as a general offensive for positioning and communicating SALOMON FoodWorld®’s burger expertise. It picks up (potential) customers individually wherever they are – and with boundless passion. Because only when all customers are happy and satisfied is the goal of restaurateurs, SALOMON, and HALMA achieved: Joy is the limit!