Ah! Doesn’t it already give you a sense of relief when you hear the word “food”? Who doesn’t like food right? And it comes with way too many varieties, colours, shapes, and flavours. Do you get hungry by just watching a Burger King Ad? Or looking at a chocolatey Sunday on your screen? That’s the power of an advertisement agency. Food industry advertising can leverage attractions like taste, smell, sight, and texture at a more powerful level than other product categories. It can at once appeal to consumers on a practical, physiological, and emotional level.
What do you know about the evolution of advertisements in the food industry?
The spread of literacy along with the steep rise in the development of newspapers and magazines, especially after 1850, stimulated its development, as much of the early advertising was contained in print media. Then, slowly it began using other resources also.
Advertising helps customers to notice a wide range of consumer products, including food, which is a major advertising consumer. Food and beverages together formed the most widely advertised type of product in the United States in the 1990s.
Consumers now have more means than ever to make informed decisions about the products they buy and even the ways they buy, with so many more options and so much more access to information than at any other moment in history. Digital advertising generates far more data sources than other forms of communication and assesses and compiles responses to traditional ads carefully. All these big data inform branding decisions, making new campaigns smarter and more efficient than ever before.
In these years, advertisements have developed far too much. But do you know the purpose of advertisements?
What is the purpose of advertising?
The aim of food advertising is to reach a wide range of people and age-levels through different sources and platforms. Advertising can easily sway one’s food choices, especially teenagers and younger kids. Each part of any advertisement has a purpose and each company uses different strategies to convey their message to potential consumers in their advertisements. One common advertising strategy is to claim the food is healthy and savoury with massive quantities. There are many tricks used to make the ads look really desirable and manipulate us to get it right away. A very common and the most well-known one that most of us know is the burger ad that they show in the commercials. The patty and burger buns definitely won’t be that juicy and thick, but their secret is toothpicks and colors, adding these to the burger helps it to look fluffy and smoky in the commercials and make you crave for one.
You are literally swamped with dozens and dozens of different food choices each day. Walk down your main street, watch only half an hour of TV, you will roll into your local supermarket and purchase something. You can see how omnipresent and persuasive food advertising is! No wonder we are so easily drawn into making choices based on the advertising messages that have been so cleverly transmitted to us. Brand logos, colours, promoters are all responsible for making advertisements memorable. Now, who cannot recognise the symbol ‘M’ for MC Donald? Or the clown, the colour combination of red and white of Coca Cola, logo of star bucks?
This is particularly true with children. Often you would have seen the kids get excited by seeing their favorite cartoon characters or movie heroes asking them to buy the products (especially those free little gifts, stickers and tattoos inside the packets are bonanza for all of us) or they use jingles. Once you start singing it then you have to finish singing the entire jingle. This is another way of attracting or rather increasing their brand awareness and making it reach easily to the customers.
In Conclusion, clearly, creating advertisements is not an easy task. It takes a lot of research, creativity and innovation to make ads that are memorable. Customers are always seeking for food that’s delicious, huge, exciting, refreshing, healthy and better than what other competing brands are offering. Thus, in order for a food advertisement to be truly effective, one or more of these traits must be depicted vividly and creatively.
Food industry advertisers face a distinct set of ethical challenges, as food advertising can have a profound psychological impact on consumers and clearly affect consumer behaviour. They have to be always careful not to misuse their influence in a manner that would harm the public.
The need for consumers to buy the same good, new goods and buy those more often to sustain revenue means advertising is a necessary and integral part of the overall business plan for the food industry. As the marketplace evolves, data-based decision-making drives the future of advertising not only for food but also for the larger and more diverse modern food industry.
As Mr. George Bernard Shaw right said, “There is no love sincerer than the love of food”
Are you interested in food advertising or restaurant marketing? You can quickly get an idea about restaurant marketing by reading our Bizadmark Blog on it.