The Power of Food Marketing: luxury brands are winning hearts through taste
Is the way to consumers’ hearts really through their stomachs? It seems that the answer is YES! The mantra has shifted from just selling to feeding, literally. Luxury brands are incorporating food into their marketing campaigns, turning dining into an art form. From skincare “eggs” to luxury cappuccinos, brands are entering their hospitality era! And i’m all for it!
Merging Worlds for Unique Experiences
Luxury brands are crafting complete lifestyle experiences. Brands venturing into the realm of food marketing is not merely about showcasing culinary craftsmanship; it is a strategic move aimed at building authentic emotional connection with their customers.
Jacquemus sent out actual bread and butter as invites to the recent shows. Each invite was stamped with Jacquemus Logo. Simple yet impossible to forget! The use of warm, tactile, and quirky appeal of food reinforced the brand’s playful and creative identity.
By leaning into this trend, Jacquemus and other brands aren’t just feeding our imagination, they’re crafting experiences. These edible campaigns are more than just clever branding; they invite consumers to savor the moment and emotionally connect with the product.
Human connection is more valued than ever before, luxury brands are recognizing the power of food as a universal language that bridges cultural divides and fosters a sense of community. At its core, sensory marketing taps into the way humans process and respond to stimuli. Here’s how it works:
Evoking Nostalgia - Brands are using familiar flavours/ textures like butter, milk, eggs, donuts, almost everyday items to evoke instant warmth taking consumers back to childhood or special memories.
Inducing brand personality - Customers are able to envision themselves immersed in the brand’s world before making the purchase. By using familiar food, consumers can almost taste the product, enhancing pre-purchase experience and cultivating a sense of belonging.
Memorability - The multi-sensory experience of these campaigns ensures audiences will remember it. You might not remember the name of a blush for example, but you will if it is called “Toasted Teddy”.
For example, Rhode’s innovative campaign for their grazing milk toner built an aesthetic around grazed donuts - dewy skin that can look as smooth and shiny as Krispy Kreme. Bieber pursed the product over herself like a sweet, indulgent treat.
As we move further into this new era of experiential luxury, the integration of food and hospitality will only grow more creative. Virtual reality tastings, AI powered flavour matching and personalised sensory profiles are just the beginning. The future of luxury marketing isn’t about selling products anymore - it’s about creating unforgettable sensory experiences that engage, delight and build lasting connections.
