chuck studios logo - food film - food photography - food creativechuck_studios_logochuck studios logo - food film - food photography - food creativechuck studios logo - food film - food photography - food creative
  • home
  • film&photography
  • showreels
  • case studies
  • culinary identity
  • chuck bites
  • careers
  • contact
Valess' Vivian Collet tells us about the wondrous world of meatless meat_thumb
snack break | valess – meet the “meat”
August 6, 2020
Seedlip is a truly sophisticated alternative option to alcohol
Snack break | Seedlip – Alternative alcohol
September 14, 2020
Published by Calvin on August 26, 2020
Categories
  • amsterdam
  • column
  • culinary identity
  • food-marketers
  • food-retail
  • global
Tags
  • amsterdam
  • column
  • culinary-identity
  • food-marketers
  • food-retail
  • global
Chuck Studios - Food marketers nobody truly cares about your culinary identity examples

Food marketers: Nobody cares about your culinary identity

The world is an unreliable place. Blink twice and Trump is in office and a virus creates chaos in our communities and industries. Certainties are scarce. A raw deal, because they are the most comforting thing.

If your twelve year old daughter carelessly opens the fridge and asks to grab a beer, it’s easy to say no. Because you are sure. Being sure leaves space for new things, like creativity. Being sure is the most important currency in life.

For marketers, dozens of brand questions rise each and every day. Personifying the brand helps answering them: how does the brand think? What does it look like, or how does it speak? How does it fit in to the real world? Which problem does it solve? Profoundly answering those questions takes a deep understanding of consumers. Qual and quant give insights. Branding and design agencies lays down the rules in bulky brand books. They help your brand stay on course and more importantly – they make you not waste energy on decisions that were already taken beforehand with the help of experts – they give confidence and leave room for creativity. Because you are sure.

Cut to a PPM for your food brand. Your agency has created this great campaign idea. They’ve sold you a shit hot director to shoot your campaign. A props stylist you’ve never met has gathered props to shoot your food on. In that room, your agency is focused on strategy and creative work. Your director wants to shoot everything hand-held at sunset. Your stylist proposes Nordic Minimalism.

In that room, you may feel a little lonely. Because you probably are the only one that really cares how your product looks. What to do? Personification helps. How would my brand cook? How does my sauce brand fry an onion? What knife would my cheese brand use? Sliced or minced? What time of day does my refreshing lemonade look its best, what lighting does it prefer? Which angle, what camera speed? Does my food look best being prepared, served or consumed?

Essential and recurring questions have often been answered by a visual or sonic identity. A food brand needs a Culinary Identity: a strategy that dictates choices in food depiction. It makes you sure where to go, it tells you how your food stylist should cut the onions. It tells your director which exact moment he needs to capture in magic hour. And it tells the stylist to bugger off with his Nordic Minimalism.

My advice: be sure, before you step into that room. Because you may be the only one that truly cares.

Published in Adformatie

Share

discover other
bites

Chuck Studios - food marketing midst COVID-19

food marketing midst COVID-19: old questions in a new world

read the bite
chuck_studios_new_office_female-led_opening_in_los_angeles

Chuck Studios Continues to Expand Reach with New U.S. Office

read the bite
chuck studios new culinary strategist for a comprehensive culinary identity

Chuck Studios beefs up strategic division

read the bite
Share
Notice: Trying to access array offset on value of type null in /var/www/vhosts/chuckstudios.com/httpdocs/wp-content/themes/betheme/includes/content-single.php on line 286 Calvin
Calvin

Related posts

chuck studios - 7up global campaign - behind the scenes - cover image
March 17, 2021

7Up – Behind The Scenes


Read more
chuck studios logo - food commercial film production house - Director Roster - Amsterdam - London UK - Los Angeles - Moscow
March 16, 2021

Chuck Studios London’s roster grows


Read more
chuck studios new culinary strategist for a comprehensive culinary identity
March 11, 2021

Eva Lia – Jordan joining as our culinary strategist


Read more

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

where
food goes
to get
famous

Amsterdam

founder & managing director
Ellen Gaedtgens

ellen@chuckstudios.com
+31 20 4202886
+31 6 21236414

 

London

managing director
Pete Ryan

pete@chuckstudios.com
+44 790 950 78 73
+44 (0)20 7267 5000

 

Moscow

managing director
Katia Shenets

katia@chuckstudios.com
+7 916 306 23 27

 

executive producer
Larisa Ulanova-Korneeva

lara@chuckstudios.com
+7 905 574 4415

Los Angeles

partner & managing director
Elyse Sara

elyse@chuckstudios.com
+1 310 779 2807

 

East Coast
Mike Orsini

mike@norelation.nyc
+1 646 831 8329

 

Midwest
Chiara Chung

chiara@chiarachung.com
+1 312 848 3456

 

West Coast
Blush Creative

Dee@BlushLA.tv
+1 310 795 8173

Call us
Directions
© 2020 Chuck Studios. All Rights Reserved.
  • Amsterdam
  • LA
  • Moscow
  • London