The moment you look at any McDonald\u2019s, KFC, Burger King or an Amul ad, either on TV or in the newspaper or phone, your mouth starts watering and that\u2019s the effect of \u2018Food Advertising\u2019 on us. Even if our tummy is full, some space is instantly made to satiate our cravings. This article would talk about how \u2018Food Advertising\u2019 is changing the way we eat.<\/p>\n\n\n\n
Here\u2019s a fun fact: The Indian organic food market reached a value of US$ 815 million in 2020. Looking forward, the market is expected to grow at a CAGR of around 24% during 2021-2026.<\/em><\/p>\n\n\n\n Speaking of Food Advertising, the advertisers have been following a set of mantras that have helped gain more eyeballs and trigger the cravings. Here are some of the strategies they have been using \u2013<\/p>\n\n\n\n Focus on health benefits:<\/strong> Apart from the slo-mo shots of the food being prepared or served, most of the food advertisements these days highlight the health benefits because of the recent (not so recent) Maggi fiasco. Yes! FSSAI (Food Safety and Standards Authority of India) has been a pivotal element in framing regulations to lay down the standards and guidelines of food safety.<\/p>\n\n\n\n Stunning & vibrant photography:<\/strong> If it\u2019s not on TV, it\u2019s mostly in the newspapers or in the digital platform in the static form where food still needs to look appealing and appetizing enough. That\u2019s the reason \u2018Food Photography\u2019 has evolved as a niche in the photography segment. And, No! We are not talking about the Instagrammers here. Food Photography requires a very particular skill set and Instagramming isn\u2019t one of them.<\/p>\n\n\n\n The catchphrases or slogans have to be catchy:<\/strong> If you do not remember McDonald\u2019s as \u2018I\u2019m Loving it\u2019, or KFC as \u2018Finger Lickin\u2019 Good\u2019, then those advertisements haven\u2019t lived up to their fullest potential, but if they have, then they must be one of the greatest food advertising campaigns in the history of food advertising. It all boils down to how are you going to remember the ad if not for the imagery of the food (which is temporary and ever-evolving).<\/p>\n\n\n\n There have to be some goodies or takeaways:<\/strong> Let\u2019s admit it! If it weren\u2019t for the toys that came along the \u2018Happy Meal\u2019, there wouldn\u2019t be anything to be happy about. Even as adults, if we did not get any toys, we avoid going for a \u2018Happy Meal\u2019, and that\u2019s the magic of freebies. Food advertising alone cannot win the war of taste. If the customers are getting something extra without asking (even if it\u2019s a sachet of sauce) they would love to come back for more.<\/p>\n\n\n\n