Do you remember the days before Instagram? Or before food blogs? Back then, food photography was done by magazine teams in turtle neck sweaters and food manufacturers for adverts. The at-home-cook or avid foodie wouldn’t even think to pull out the old kodak point & shoot to snap a few before a meal at their favourite eating establishment.


Times have changed, and we’ve noticed that our beloved food manufacturing industry is starting to change with it.


Food photography by “amateurs” is now so good, that it’s making us all sit up and listen. How do we ride this cultural food wave? How do we, as your creative force, and you, as food marketers, use this tsunami to create strategic visual communications tools with cut-through?


We live among them, we inspire them, we develop their future with them. After all, your target market (food professionals) are scrolling through hundreds of innovative and exciting food images every day – many of them are publishing these incredible images themselves.

Do we want them to then jump into the latest industry magazine, or your new promo campaign and be catapulted back to the stone age of food marketing? Ummm, no, definitely not.


Because the images that inspire your audience are photographs of consumer driven content. They have the wow, drip, drool and ooze factor. Consumer content is what inspires them and so THAT is what collectively we need to deliver on.

Yes, your business model might still be B2B (although, with the new buzz-acronym #H2H*, the?lines are blurring) but creative comms are smack bang in the middle of B2C. The photographs you deliver to your business customers need to be just as jaw-dropping and sophisticated as the ones you deliver to your consumer audience, no compromise. In fact, there’s room for them to be superior.

*H = Human