Marketing people are famous for their creative thinking. Their innovative ideas are often most successful when they take an ordinary, simple concept and shake it up and turn it around to promote a product. Edible logos on burger buns, recently launched by burger chain Sonic, are one of the latest illustrations of this advertising model.
How It All Began
Using edible inks and papers on food is an idea that has been around for hundreds of years, particularly in the Far East. Edible ink is basically food coloring or dye, and is made from natural and synthetic products. Paper that is edible was originally made from rice, but these days it is crafted from starches such as tapioca (as is the case with the paper used for the Sonic logos). Edible paper usually has no taste or texture, so it doesn’t interfere with the flavor of the food upon which it is printed.
In the early 2000s, bakeries and confectioners began to sell goods with images on them, often goods on order with customized photographs. Some printer manufacturers also got in on the act and started producing edible inks that could be used with home printers. However, the problem with this is that your printer can only be used for edible ink, as regular ink is poisonous so you cannot risk cross-contamination.
Burgers and Football
The reason that Sonic’s marketing strategy got so much attention was because it was the first large organization to link two of America’s passions: burgers and football. The logos that are printed onto the buns of specific burger lines promote certain college football teams. The takeout group pays the royalties and licensing fees (which they pass onto their consumers).
These particular edible logos are steamed onto the burger buns just before they are served. The inks used are USDA-approved food colorings.
Using Edible Logos
The rise in popularity of edible logos opens up a range of possibilities for new promotions, and there is a large range of foods that can imprinted with your company logo, including:
- Baked goods
Whether you’re promoting an existing brand or launching a new label, the applications for edible logos are immense. For example, you could use them on:
- Corporate gifts
- Food served at functions
- Give-aways at shopping malls
- Fast food
Curious how you can use edible logos in your next promotion? Contact us today to chat with one of our team of experts so that your products get the full marketing coverage they deserve.
Image credit: Sonic