Holy Cow! and Salz & Water serve «Haute Friture»

Holy Cow! and Salz & Water: The crispiest release of the season

The Swiss premium burger chain Holy Cow! has launched a new crispy chicken collection called «Haute Friture.» The campaign of the same name, developed by the agency Salz & Water, combines product promises and brand positioning—and deliberately positions Holy Cow Haute Friture at the intersection of luxury aesthetics and fast-food culture.

From a takeout spot to a premium burger chain

Holy Cow! was founded in 2009 as a small takeout restaurant in Lausanne. Since then, the chain has grown to become the country’s leading premium burger chain, with more than 20 locations throughout Switzerland. Since 2023, Holy Cow! has been part of the Better Burger Society, a European alliance of leading gourmet burger concepts. After winning a pitch, Salz & Water has been supporting the company both with campaigns and as a strategic partner in the brand’s ongoing development.

«Haute Friture»: The Runway Meets the Fryer

The campaign name was chosen deliberately: «Haute Friture» evokes images of the runway or Michelin-starred cuisine, and only upon a second glance does it reveal the crispy secret behind it. Luxury fast food as an object of desire, the burger as a masterpiece—staged with the seriousness of a fashion editorial and the playful wink of a brand that doesn’t take itself too seriously. Matthias Kadlubsky, ECD at Salz & Water, describes the campaign’s direction as follows: «»‘Haute Friture’ positions Holy Cow’s Crispy Chicken as a premium alternative to the competitors’ fried chicken concepts. And best of all: the multilingual campaign works just as well in German as it does in French.”

"Red Carpet" in the movie lineup

The campaign is running in German-speaking and French-speaking Switzerland across movie theaters, OOH, DOOH, and digital channels. This is no coincidence: The commercials aired before the sequel to *The Devil Wears Prada*—accompanied by red-carpet events in Lausanne and Zurich. This put the audience right in the right movie from the start. Johanna Borge, Head of Marketing at Holy Cow!, confirms: «Our Crispy Chicken deserves a grand entrance, and Salz & Water delivered exactly that.»

Contact at Holy Cow! Gourmet Burger Company: Johanna Borge (Head of Marketing), Jeff Jackett (CMO, Better Burger Society); Responsible at Salt & Water: Christian Schickler, Frédéric Praplan, Matthias Kadlubsky, Yoshiya Abiko, Marilde Nykvist, Raffael Gava; Responsible at Dynamic Frame: Camille Boyer (Director), Rokas Sydeikis (Director of Photography), Laurids Jensen (Photographer), Luzius Fischer (Executive Producer), Theresa Berres (Producer)