Food is fickle. It goes from uncooked to ready-to-eat in minutes, hours or days depending on the dish. Capturing food at the peak of its eat-ability is something advertisers have been challenged with since before you first heard about two all-beef patties, special sauce … you know the rest.
“The challenge of the food shoot is doing take after take after take because you’re going for perfection. It might look great, but then a mushroom falls off in the wrong direction. It may seem like a silly little thing, but when you’re a perfectionist everything is a silly little thing,” said Dan Rapp, Northlich vice president and group creative director.
The Northlich team provided lickable creative that makes consumers want to taste the food right through the screen.
See how we did it: