Food Porn In Advertising

I’m a sucker for food porn. A glorious shot of a salad tossed high, a sensual glimpse of molten chocolate, even the humble burger, shot beautifully, can make it alluring.

So, you’d think amazing food shots coupled with dramatic music and mood lighting must add up to a memorable ad… or not.

Wieden and Kennedy have selected exotic ingredients with strange textures and sharp teeth to take us on their food odyssey.

W&K are a great agency and certainly have delivered on the idea that cooking is an adventure.

But the ad doesn’t feel like a new idea and it doesn’t tell me much about this Cook’s Range of butters from Lurpak.

I’d be the first to admit they make it all look spectacular – who knew you could turn an egg yolk into a galactic explosion?  But does it make me want to cook?  Do I know more about this new butter that will take me into unchartered territory?

I think not.

Great entertainment value – so I’ll give that a 10, but I think they missed the boat on the message.

What do you think?  Drop a line in the box below and tell me if you’ve rushed to put Lurpak on your grocery list.

 

2 comments

  1. Hi Kathy – I find I normally agree with your opinions – but I completely disagree on this one. Surely the brief was to better align Lurpak with the UK’s growing fascination with food. For the Jamie Oliver generation that find food exciting and want to cook, the message is surely very clear. The emotional connection is made – and this is a butter they are likely to consider in the future.

    1. HI Jon, thanks for writing – or righting my opinion. you may have better insight into what they intended than I do. I’d love to know how effective it was in sales. Certainly if you are into cooking it may have been enough but I wonder if it could have grabbed an even bigger audience with a bit more product info.
      Thanks for the comments, I love hearing your thoughts.

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