Snackable content meets Point of Sale - LIMITD in an interview about trade fair strategy and brand development

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At ISM, the world's leading trade fair for confectionery and snacks, LIMITD presented itself together with CrispyRob and HeyMoritz with a clear goal: to position influencer marketing as a sustainable and effective bridge between the online community and brick-and-mortar retail. In July 2020, they successfully launched the first German influencer snack brand together, setting a new standard in the interaction between content, brand and retail. Today, both ROB's Originals and HEYYY are among LIMITD's established brands.

In this interview, they talk about their strategic direction at ISM, the role of content and stage presence, valuable lessons learned and why trade fair marketing today can be more than just product presentation - namely a lively interface between the community, retail and the brand world.

At ISM, LIMITD, together with ‘CrispyRob’ and ‘HeyMoritz’, demonstrated how influencer marketing effectively connects trade, brand, and community. Copyright: LIMITD

What was your overarching goal for ISM and how did you strategically align your presence to this end?

Our goal was to establish influencer marketing as a long-term lever for brick-and-mortar retail, bridging the gap between the online community and the POS.

We have firmly established our brands, including ROB's Originals and HEYYY, in German-speaking retail markets over several years and want to present ourselves as dynamic, young brands. A major focus was on making our brands accessible to the international stage. Last year, we began to internationalise from the German-speaking region and used ISM to establish international contacts and gain new business partners. We were also able to make optimal use of the trade fair to present new products and expand our network for our valuable business relationships with German partners.

What role did the individual measures - stage presence, influencers, sponsoring - play in the overall picture?

Content Creator CrispyRob at ISM. Copyright: LIMITD

As a brand that comes from the influencer cosmos, it's clear to us that nothing works without our creators - we pull together. We don't see ourselves as a classic "brand with advertising faces", but as a real team that builds brands together. That's why it was particularly important to us that our Creators were not only visible but also present at ISM.

We wanted to show what influencer marketing can really achieve today - not as short-term hype, but as a long-term lever, also for traditional retail. Our creators bring real proximity to the target group, and this authenticity is just as valuable on the shelf as it is online.

We used our time on stage to convey exactly that: We gave insights into campaigns, showed what happens behind the scenes and simply talked openly about how content, brand and retail can work together. The exchange with people from the food retail sector was particularly cool, as they realized: "Ah, there's a real strategy behind this." In the end, it wasn't just about being visible for us, but about being understood - as a team that builds brands, together with the creators, for a new kind of consumer culture.

What did you learn from the trade fair? What would you do again next time?

What did we take away from ISM? Above all, how differently we tick - and how well that works. We are not the classic exhibitor with a brochure stand and PowerPoint. With our creators, we bring entertainment, content and a real vibe to the trade fair - normal for us, but rather new for many in the industry. That was precisely our advantage.

A big learning: early planning pays off, but it is just as important to remain flexible and design the presentation in such a way that it not only informs, but really sticks. Our stand was more than just a product presentation - it was a meeting point, stage and content studio all in one.

The preparation was also crucial: personal invitations, fixed slots with partners, a clear focus – so we were not only visible at the trade fair, but also really well organized.

What will we definitely keep? The courage to be different. Our somewhat unconventional appearance was not only noticed, but was really well received. We showed that trade fairs can also be modern, loud and creative - and still professional.

How do you manage to keep your brand fresh and relevant in terms of marketing?

Moritz Schirdewahn from HEYYY GmbH. Copyright: LIMITD

We are not a brand that simply advertises - we entertain. As an artist brand, we clearly see ourselves in the entertainment sector. Our products, whether from ROB's Originals or HEYYY, are not just there to be sold - they are enablers for really good content.

This works because we work extremely closely with our community. Many of our ideas come directly from the exchange with them. We regularly ask for opinions, tastes and trends - and then implement them quickly. Our processes are agile and our decisions are data- and community-driven.

This means that we don't wait for trends - we set them. And not alone, but together with the creators and their community. This closeness makes our content authentic and ensures that we build reach organically and naturally.

Our goal is not just relevance, but genuine connection. And this is created when you don't communicate "to" a target group - but with them.

In your opinion, how important is it to dovetail your trade fair presence and social media (Instagram, Linkedln, etc.)?

We provided information about this on our social media channels before our trade fair appearance. As ISM is a trade fair, we focused particularly on Linkedln to reach existing and potential partners and to make appointments for the trade fair. ISM is an excellent place to produce content, which is why we carried out various shoots at our stand, at other stands and on the exhibition grounds. This content could be used for our brands and artists beyond the trade fair.

What are your next steps - at the next trade fair and beyond?

We will continue to pursue our strategy and continue to grow on social media, as well as expanding our market presence in German-speaking countries. A big focus is now on the internationalization of our brands, especially ROB's Originals and HEYYY. We are also constantly working on product development in order to develop exciting new products for our brands and to plan possible further brands. We will therefore continue to exhibit at major international trade fairs in the future and already have our sights set on the upcoming ISM 2026.

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