How to Run Effective Food Ads

The food and beverage industry is growing fast. In the foreseeable future, analysts predict this sector will increase by 4.74 percent annually.

It’s also an area where new trends are constantly emerging, giving food businesses more chances to get on board with “hot” products.

For instance, more recently, there’s been a high demand for health, immunity, and plant-based foods, along with flavors with global appeal.

Increasing growth is good news for food businesses. However, to gain traction, companies need to differentiate themselves.

One way to achieve this is through advertisements that hit the spot creatively.

Food brands often use creative ads that indulge the senses while appealing to consumers’ physiological and emotional sides.

How can you do the same? Here are some tips you can start using today.

8 Tips for Creating Effective Food Ads

Many of the best food ads use proven techniques to capture viewers’ attention, get people talking, and build customer trust. Regardless of your budget, these are all methods you can use in your food ad campaigns.

Let’s get started with the first one:

1. Use Visual Storytelling

Brands have used storytelling for decades. However, there’s now a greater emphasis on visual storytelling. Rather than relying on words, strong visual imaging enables food brands to gain viewers’ attention in a marketing world full of clutter and rivals’ messaging.

When a brand uses visual storytelling effectively, these food ads can encourage an audience to become regular customers.

However, what does visual storytelling mean?

You’ll find plenty of definitions online, but Shlomi Ron, CEO of the Visual Storytelling Institute, says it involves four main factors:

creating compelling narratives
ensuring the customer is the main focus of the story
developing an emotional, visual media experience
distributing these elements throughout the buyer’s journey

At a recent webinar, Ron explained how visual storytelling would shape the next decade, citing brands like Panera Bread.

The Missouri-based company used its drivers in a campaign to improve consumer trust and credibility among shoppers. However, if you watch most of Panera Bread’s ads, you’ll notice visual storytelling is part of them.

How can you do the same? By:

Determining the reaction you want from consumers: Do you want them to feel happy? Relaxed? Confident? How can your ad convey that?
Learning from the best: There’s plenty of good examples of visual storytelling around. Find a brand in your niche that does it well.
Using tried and tested storytelling techniques: Hook your viewers from the first scene, show instead of telling, and create an effective narrative arc.
Including customer stories: Make your ads customer-focused while addressing their concerns or wants.

Another way to do this is by demonstrating your values, showing your consumers what you care about, and how your brand makes the world a better place.