How brands are making us hungry – the secret to mouthwatering socials

Wondering why your social media feeds are all of a sudden filled with brands pairing their products with food? It’s no coincidence. From Rhode to Jacquemus , brands are using food as a tool to make their products feel more indulgent, desirable and utterly irresistible.  

Why food?

There’s a reason why it’s working. Food just gets to us. It sparks emotions, nostalgia, and cravings within us and literally is making us hungry for products.  

There’s science behind this too – seeing delicious food lights up the reward centres in our brain, making us want it. Smart brands are using this to make their products feel warm, exciting, or even indulgent. And let’s be honest the visual appeal is top tier too. 

Using food as a visual hook

Brands know that food stops the scroll. Whether it’s a perfectly ripe, juicy fruit, creamy thick milkshakes, or decadent topped cinnamon buns, these visuals grab attention and create a sensory experience.  

But brands aren’t just using any food; they’re strategically aligning their choices with seasonal emotions. 

In Winter, we’re talking rich, warming food that make us feel like we’re at home curled up by the fireplace and in Summer, light, juicy and energising food that makes us feel the sun on our face.  

By tapping into these seasonal cues, brands are creating a deeper connection with their audience. 

You might automatically assume this trend doesn’t apply to your brand -especially if you’re not in the food industry or have a product with a food tie, i.e. a face mask with avocado. But think again. The key is to align food with your brand’s identity in a way that feels authentic.    

If you’re wanting to grab a slice of the irresistible pie, think about: 

1. Who is your audience? Understanding your target audience is crucial. Are they young and trendy, seeking playful and punchy visuals? Or do they prefer refined, luxurious aesthetics? Knowing this helps with selecting food imagery that speaks directly to them. 

2. What emotions do you want to evoke? The food you pick has an emotional connotation, whether it’s comforting, refreshing, indulgent, or energising, you need to decide what emotion you want to elicit. Defining this will guide your creative choices. 

3. Are there any textures which go well with this? Look for opportunities to take this approach one step further by considering texture. Because there’s a difference between french fries and mash – even if they’re both made from potatoes.  

4. Don’t forget to pair it with a great caption. A strong visual is one thing but pairing it with the right words completes the message. Stay on brand and use your TOV to amplify the emotional connection further. 

When done right, adding food to your socials can make your brand feel more exciting and help you connect with your audience on a deeper level. Just make sure it feels natural and right for you. 

The brand that is nailing it

Rhode Beauty is the front runner with this approach. Time and time again, they manage to perfectly pair their skincare products with food in a way that feels both intentional and irresistible.  

Whether they’re spotlighting a key ingredient or evoking a sensory experience, the execution is always flawless. Let’s be honest, do we want to just be moisturised, or do we want to be as dewy as a freshly glazed donut? 

But why does this work?

• Emotional Connection: Food elicits feelings of comfort, nostalgia, and happiness for many. Our senses are directly tied to how we feel, making this approach a powerful way to build a connection between you as a brand and your community. 

• Shareable: The food association and visuals alone evoke a need to engage. Liking, commenting or sharing – brands are stopping the scroll, creating more interactive content and making it hard for us to resist.  

• More than a product: Not only does this approach bring new levels to product imagery, but it’s also creating experiences for online-only products. Despite not being able to see this in the flesh, using food allows us to imagine how they taste, smell or feel. 

• Works for most: Non-food brands are thriving using this approach.  This strategy can elevate brands by adding warmth, creativity, to make their products feel more approachable and relatable.  

At the end of the day, food has an almost magical way of drawing us in and making brands look so much more appealing. Whether it’s through drool-worthy visuals or clever seasonal campaigns, brands are turning food into marketing gold. If you’ve not already, it might be time to take a bite.