Effective Food Advertisements & How They Work
The food and drink industry is fast growing and dynamic. Analysts predict that the sector will increase annually in the foreseeable future by 4.74 percent.
It is also an area that is constantly developing new trends, giving food companies more opportunities to embark on “hot” products.
For example, there’s been more and more demands for health, immunity and plant based food, together with a larger variety of flavours.
The good news for food companies is the opportunity for increasing growth. But companies must distinguish themselves in order to gain traction.
One way to do this is by ads which have to creatively hit the spot.
Food brands often use creative ads that satisfy the senses and appeal to the physiological and emotional aspects of consumers.
How can the same thing be done? Here are a few pieces of advice that can be used today.
8 Effective food ads creation tips
Many of the best food advertisements use well-established techniques to capture the attention of the audience. All these methods are available in food ad campaigns regardless of your budget.
Let’s begin with the first:
1. Use visual narrative
For decades, brands have used narration. However, visual storytelling is now being super empathized. Strong visual imagery is king, instead of relying on words, food brands rely on it to attract the attention of viewers in a marketing world full of messaging from competitors.
If a brand efficiently uses visual narratives, these food ads can encourage the public to become regular customers.
What does visual narration mean, however?
There are lots of online definitions, but Shlomi Ron, CEO of the Institute of Visual Storytelling, says four key factors are involved:
- Create compelling stories.
- The customer must feel like they’re the hero of the story.
- Distribute the elements during the entire purchaser journey.
- Make the audience feel emotions such as hunger.
At a recent workshop, Ron explained how storytelling, with brands such as Panera Bread, would shape the next decade.
A campaign to enhance consumer trust and credibility among shoppers was used by the Missouri-based company. However, you will see that visual telling of the story is part of most Panera Bread ads.
How can the same thing be done?
Determine the consumer reaction you want: You want them to feel happy? Have them feel relaxed? Trustworthy? How can this be transmitted by your ad?
There are many good examples of visual narrative around. Find a brand that works well in your niche.
Use proven techniques of narrative: Hook your viewers from the first scene, show an effective narrative arc instead of telling them through text.
Customer stories included:
Make your advertisements customised to your needs or wishes.
This can also be done by showing your values, showing your consumers what they love and how your brand improves the world.
2. Carefully select your colours
Color is one of your food ads’ most critical aspects. Choosing the right colour involves consumers and can influence the way they buy.
The right colour also creates the identity of your food brand. In a sector where your branding needs to be courageous, often bright primary colours are not surprising for many food companies.
Brands of food and drink often use reds, blues, oranges and greens, all of which are different to shoppers.
An example of this is the use of red by the advertiser to cause appetite, and green by consumers. Serotonin and happiness are reported to increase in yellow shades.
Ask yourself which emotions you are trying to express when you choose your colours. When they buy your product, what does your typical consumer think? How does the colour of your choice fit your brand?
3. Show the Voice and Personality of Your Brand
Food ads contain a wide variety of characters. From playful and fun to formal and even functional. The overall tone of the individual brand can be everything.
However, any voice you have needs to be strong and your buyers need to know and associate themselves with it.
It’s best practise to incorporate your brand’s personality in your business, including yourself, once you’ve decided it:
Take your time and make sure that the voice of your brand is consistent. You need to be inspired? Take a look at Starbucks
As explained by the company, it went with a functionally expressive voice and uses the same tone in the shop, in social media and on its website. Starbucks also includes the same typographical styles.
Take a note of Starbucks and make your food ads consistent from the colours to type and tone.
4. Each Advertising Platform Research
You could make the world’s best food ad, but if you put it before the wrong audience, time and money will be wasted.
There are numerous ways to make your brand aware, but do not feel like you must be on all platforms. The right vertical is dependent upon the location of your market.
If you use social media, then the according to UP menu:
- For restaurants, Facebook has huge potential.
- Twitter works best to share information about events in the food industry.
- For visual storytelling and sharing of images, Instagram and Pinterest work well.
- The most obvious way to share video guides is to use YouTube.
- Many food companies, such as Chipotle and Kool-Aid, also use TikTok well.
However, it’s not all about your social media. Many of us consume data in various ways. Some people prefer the website, the blog format, while others like newsletter information or video advertisements to be viewed online.
Make sure you understand the preferences of your audience so that you can reach it and think about creative ways of captivating it.
5. Interact with your customers
Although it will not always apply, involving your audience is crucial for building brands, and you can do so in many ways.
Everyone has access to social media. This is also one of the easiest ways to get your audience involved. This can be done by:
Share food ads and invite followers to create content generated by users with discounts and competitions.
You could include action calls(CTAs), website links, and registration forms, away from social media, that will drive your customers back to your site and keep them.
6. Keep your eye out for what’s trending
Knowing what’s hot is a good way to boost sales. Google Trends is one of the fastest ways to keep up with what’s viral.
You can use Google Trends for global or more localised areas to find niche ideas for a particular area.
For example, “take food off” and “fast food restaurant near me” appear in the top five if you look for “food.”
Niche it down to “ice cream,” and you will be able to get specific search terms with which you might work.
Ubersuggest is also a way to identify trends. A free tool is available or for more features and a seven day trial, you can sign up for the paid version.
7. Personalize it!
In your advertising, place a face to the name or tell the story behind the origin of the brand. For instance, Amy’s Kitchen does that well.
You just have to look at the packaging to know that Amy’s Kitchen is a family company that promotes healthy organic food. You’ll see a group of happy employees if you go further and see the website. Moreover, you will know that Amy supports and cares for quality local farmers.
Amy’s publicity reflects their healthy branding.
Amy’s kitchen food ads
Amy’s Kitchen also supports her message on well-being and community with newsletters and blog posts that explain it’s philosophy to visitors
All of these can be implemented by your brand and included in your food ads. How can you utilise your unique story in your branding? Could you:
- Tell your origins story?
- Does your product feature your picture?
- Add your brand name?
- Explain the ethics of your business?
Anything that distinguishes your food ads gives you a more promising opportunity to become aware of yourself and distinguish you from competition.
8. Disclose what to do next for your customers
Your customers have read your emails, read your newsletters, and or viewed your social media pages.
How do you inform them of what you want them to do next?
The CTA is the usual method. For example, where do you want a would-be customer to go from there, when they visit the website?
Would you like to encourage them to subscribe to a newsletter, or to learn more about your brand? Tell them, and perhaps give them a stimulus!
3 Effective Food Ads Examples
There were many memorable moments in the advertising world. Whether it is the focus in the Super Bowl, or just one of those great food ads that you saw on the TV, these ads are part of our culture.
Some of the best examples are given here:
Chipotle is a real success story. Its digital sales are innovative, accessible and excellent. This isn’t the only area they shine, however.
Chipotle is good at making noticeable advertisements. As shown in it’s campaign “Back to The Start.”
The animated publicity debuted at U.S. and Grammys cinemas. This is a fantastic example of visual narration. The ad shows why we should consider a more sustainable approach to agriculture and food.
It not only uses visual storytelling to the fullest, but also touches on a subject that is of great importance to people and shows an insight into its audience and beyond.
It also demonstrated the personality of the brand and Chipotle placed considerable emphasis on it’s selected platform.
Everyone in their food ads can follow the Chipotle approach: use visual narrative stories, involve the audience and create an exciting account. Then make sure you place the ad on the right channels to make it clear.
Taco Bell is an expert of publicity in social media. They almost always take an educational approach if they’re not promoting the latest products to their almost one million Facebook followers.
Using ads on Facebook, Taco Bell announced the return of old favourites and new openings to create a sensation of urgency or excitement.
The educational side is then there. You will see a series of videos on the Facebook page of Taco Bell giving viewers an overview of the scene.
In addition, the engagement of Taco Bell will be increased by looking at new places or at its Bell Hotel. It then increases brand confidence by explaining how they serve clients safely and encourages timely, seasonal sales opportunities.
“Build Your Own Cravings Box” from Taco Bell works on several levels:
- It calls for people to customise and emphasises accessibility and limited availability.
- It also offers exclusive services by restricting its offer to online and app users, capturing the public all the time.
- The imagery shows mouth-watering food and a peaceful image that cement the reputation of Taco Bell as friendly and family-oriented.
- In other words, Taco Bell says a lot without too much detail or complicated imaging. It shows that the simplest ideas are sometimes the best.
Another way to get an audience involved is to make your food ads fun, and M&M’S does so easily.
For years, M&M’S ads make us laugh, and some would say with one of their Super Bowl ads the brand exceeds their expectations.
Inspired by modern life, the commercial included “Karen” and “Mansplaining.” Everything. Also in the appearance was Dan Levy’s “Schitt’s Creek” fame.
However, above all, the ad tried to connect us more. The aim of the ad was to “create better time that makes the world smile” by Sarah Levy, Chief Marketing Officer, Mars Wrigley North America.
Ask how you can do the same, if it is in line with your brand.
The food sector is one of the most competitive, but it does not mean that your brand does not have the necessary information to excel in it.
You can make your food advertisements attractive for consumers in several ways and it doesn’t have to cost you a lot of money.
Every food business can do something to create a consistent style and tone, add some personality and engage with your audience. Get inspired by famous names such as Chipotle and Taco Bell, you can also use visual narrative or an educational approach to keep your public interested.
Whether or not you use the right platform, ensure that your ideal audience is reached and interacted.
Our expert business professionals make sure your brand remains a priority ad for your customers, how about booking a free call here?