Food in Marketing: The Secret Ingredient to Brand Success

Food and marketing have always shared a strong connection. Whether it's the sensory appeal of sweet or salty treats or the emotional nostalgia tied to specific flavours, brands have long used food references to create stronger customer connections.

But this strategy extends beyond the food and beverage industry, beauty, haircare, and fashion brands are also tapping into food-inspired marketing to elevate their appeal.

The Psychology Behind Food in Marketing

Food is universally relatable. It triggers emotions, memories, and even physiological responses.

Brands leverage this by associating their products with edible elements that convey quality, luxury, or fun. A haircare brand, for example, may use food imagery to emphasise nourishment, hydration, or natural ingredients.

How Brands Leverage Food in Marketing

Rhode

Hailey Bieber's skincare brand, Rhode, frequently incorporates food-related marketing.

Their Instagram showcases visuals featuring cinnamon rolls, whipped cream, cookies, and syrup, reinforcing the brand’s playful yet minimalist aesthetic.

By aligning its products with sweet, comforting treats, Rhode taps into both nostalgia and luxury, creating a sensory-driven appeal that resonates with its audience.

Olaplex

Their Instagram posts frequently showcase products alongside desserts, creamy lattes, and fresh fruits, reinforcing the idea that their treatments are as indulgent as a luxurious experience.

This strategy not only enhances the sensory appeal of the brand but also aligns with the self-care and luxury trends embraced by their audience.

Glow Recipe

Their Instagram is filled with bright, fresh visuals of juicy fruit slices, reinforcing its fun and youthful brand identity.

By linking skincare to the refreshing and revitalising properties of fruit, the brand effectively communicates its focus on natural ingredients and glowing skin.

The Takeaway

Food-inspired marketing delves into powerful emotional connections and consumer behaviours.

For beauty brands, incorporating food references can elevate the sensory experience, making the products more memorable.

Whether it's the texture, colour, or scent of a product, these food-inspired elements tap into deeper psychological triggers, creating stronger brand associations.

This strategy enhances brand perception and drives loyalty. It's a way to make beauty products feel as irresistible as a favourite treat.