BrandWorld has created campaigns for an impressive range of food clients over the years – hundreds of campaigns for brands big and small. We've never lost our appetite for creating campaigns that make the tills ring and satisfying clients who are hungry for results. Along the way we've learned a thing or two about what works and what to avoid…
You have to make people want to eat it
When you are creating advertising for food, remember that it has to have appetite appeal. The slightly awkward term ‘food porn’ comes to mind. When a person sees your ad it should trigger the same kind of brain response having a delicious meal placed in front of them would generate. Great chefs know that people eat first with their eyes.
Make sure the product packaging is clearly shown.
Obviously we are not in the business of stimulating cravings for any kind of food – our clients pay us good money to give them an unfair advantage at the supermarket. Show the product clearly – not as an afterthought. The pack will trigger your customers memory when they are doing their grocery shopping. Sounds obvious – but it is often a source of frustration for marketers.
So your food looks delicious – great. But don’t go too far with the presentation. Your customers need to be able to identify with the product and be able to project themselves into the scene. Making an everyday meal look like it was prepared in a fine dining restaurant or having elements that distract from the main event on the plate can have a negative effect.
Hire the best food stylist and photographer you can find.
Some photographers and stylists are great at fashion or cars or underwater images. No matter how impressive their portfolio or show-reel is; if they haven’t spent time perfecting their craft with food – you don’t want to be the guinea pig they experiment on – it could leave you with a bad taste in your mouth.
Contact us for our menu of options.