Innovation meets tradition:

Augmented reality retail campaign for Bad Reichenhaller

The origins of Bad Reichenhaller AlpenSalz (Alpine salt) are already apparent from its name. The most well-known salt brand in Germany stands for high-quality salt sourced from the depths of the Alps. Bad Reichenhaller brings the treasure of the Alps into your domestic cuisine, where it brings original flavour to your food. taste! and the popular music recognition App Shazam have collaborated to entice the Alpine world out of the packaging using innovative augmented reality technology on the Smartphone.


Discover the Alpine world using the Shazam code

According to the slogan “Discover the Alpine world”, millions of Bad Reichenhaller brand packages have been fitted in the German food retail trade with a Shazam code. By scanning the code, visitors can obtain a look through the keyhole into a virtual 3D brand world – not just once, but again and again!

360° tour through the Salzbergwerk Berchtesgaden (salt mine)

Within the virtual Alpine world, visitors receive access to relevant content via individual hotspots. For example, it is possible to discover the Salzbergwerk Berchtesgaden (salt mine) using Google Tours technology in the form of a 360° experience. Alternatively, all 14 highlights from the salt mine can also be viewed with Google Cardboard as a virtual reality tour.

Expansion of the digital ecosystem by the Bad Reichenhaller brand

Interfaces to the respective Bad Reichenhaller social media channels are utilised to provide creative ideas on baking, cooking and DIY. In this way, users can also view content on Facebook, Instagram, Pinterest and the company’s own blog. Pure inspiration!


Delicious food is always welcome: Recipes will make you want more!

Has your discovery tour of the Alpine world made you hungry? All modern food-lovers are presented with a delicious, changing selection of recipes which follow the current trends and are appropriate for the respective season.




Lukas Dudek

managing director taste! / send e-mail

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