Food & Drink International - Winter 2017, Volume 2 - 7
"Even something minimal like showcasing
hands creating the recipe gives it a personal
feel." - Luke Garro
your consumer will grab your product
as they're running out the door.
packaging get minimally cut off, have
packaging where areas are slightly out of focus, and even packaging
that's ripped open and in use.
Even something minimal like showcasing hands creating the recipe or
serving the food gives it a personal
feel to make it more relatable to your
audience. If your recipe is kid-friendly, don't forget to include the little
ones! People love to see kids assisting in the kitchen and whipping up
Have it feel natural. A few spilled ingredients or imperfectly placed flatware adds to the authenticity. Display
a variety of quick snacks - sometimes
Brands should always be consistent.
Use recurring elements as much as
possible, and constantly build and
leverage your library of props, surfaces and materials. Keep lighting,
filtering and editing options within a
"family." Also, hone in on the food categories featured within your content.
Timing and relevance is also key -
stay on top of food trends, new and
trending ingredients, the latest hot
chef, etc. People also love variety and
versatility. Showcase your products'
range in a visual way, and you'll be
sure to see a rise in engagement.
Luke Garro is the executive vice president,
content director at GYK Antler. His craft is
merging storytelling with experiences. A more
than 17-year veteran of the industry, his career
ranges from experiential and guerrilla marketing to content, social media and beyond. Garro
has worked on brands including Stonyfield,
Cedar's Mediterranean Foods, Bai, Sweet Baby
Ray's, Breville and more. His passions include
drumming and sustainable farming. A self-proclaimed "gentleman farmer," you can find him
on the weekends tilling the soil and chasing
chickens on his organic farm.
food & drink international * winter 2017 volume 2 * www.fooddrink-magazine.com