Columbus Salame is a San Francisco tradition. The company is now 100 years old and has been making salami the same way—slowly, with care and with pure ingredients—since they started. Columbus was in need of a social campaign to help grow interest in their product among millennials. This evergreen visual approach with Salame as hero was part of a larger social strategy designed to give Columbus a social footprint and worked within the overall context of the Everything Else is Baloney campaign.
