Matduellenen

Concept/Art Direction/Design/UX

ABOUT THE PROJECT

Sushi, tacos, or a juicy burger? Kungshallen in central Stockholm has 16 restaurants under one roof, which is both its strength and its challenge. With so many options, it can be difficult trying to decide what to eat.

To solve this and create buzz on social media, we built Matduellen, a fast-paced food duel where dishes from Kungshallen’s restaurants face off in 1v1 battles. The twist: players only have three seconds to pick their winner, so they go with their gut. After 15 quick rounds, one dish emerges as champion.

The challange

When Kungshallen approached us, the brief was clear but open ended. They wanted a campaign that in a fun and creative way showed the variation of restaurants available at Kungshallen.

When thinking about what way to tackle the brief, the team soon came to the conclusion that Kungshallens greatest strength was also it’s weakness - having 16 restaurants to choose from made deciding to eat at Kungshallen only your first choice, you still had to figure out which of the different places you preferred. Not an easy task for those of us cursed with food decision anxiety.

Here the seed for Matduellen was sown. By pitching the different restaurants against eachother we both were able to show off all 16 restaurants but also created a fun tool that could help people make up their minds.

The Solution – Matduellen

We designed a snack-sized web game that’s quick, addictive, and accessible to everyone.

  • Players swipe through 16 signature dishes in head-to-head battles.

  • Each round gives just three seconds to choose, creating urgency and excitement.

  • The final winner links directly to the restaurant’s menu, nudging users toward action.

As a web app, Matduellen worked instantly on any device, no downloads, no friction, which made it perfect for sharing on social media and driving engagement.

Matduellen delivered on two goals at once: it gave customers a fun way to solve the “what should I eat?” dilemma, while also promoting all of Kungshallen’s restaurants equally. By making the experience shareable, the campaign extended Kungshallen’s reach beyond the food court and into the feeds of potential new visitors.