There’s a new flavour in the world of marketing, and it’s downright irresistible. Food has become a central theme in campaigns, helping brands create sensory experiences that leave audiences craving more. From beauty products inspired by dessert to fashion invites featuring actual bread and butter, food references are popping up in unexpected places. 

But why is this trend so effective, and what can marketers learn from it? Let’s dive into the delicious world of food-inspired marketing.  

Why Food is the Hottest Trend in Marketing Right Now

Have you noticed how many brands are turning to food as their secret marketing weapon? From beauty to fashion, food references are popping up everywhere, creating campaigns that are as mouthwatering as they are memorable. While sensory marketing isn’t new, this trend feels refreshingly...delicious.  

The Psychology of Sensory Marketing

At its core, sensory marketing taps into the way humans process and respond to sensory stimuli. Sight, smell, taste, touch, and sound are powerful triggers for memory and emotion. Food, in particular, is deeply intertwined with our experiences and cultural associations. Here’s why it works:

  1. Evoking Nostalgia: Certain foods remind us of happy moments, childhood memories, or cultural traditions. Nostalgia creates a positive emotional connection with a brand.

  2. Inducing Comfort: Foods like butter, chocolate, and warm bread symbolise indulgence and cosiness, which can be leveraged to make products feel luxurious and satisfying.

  3. Stimulating Desire: Visual and textual cues about food can activate the brain’s reward system, making products appear more appealing. This is especially effective in online marketing, where tactile interaction isn’t possible.

  4. Enhancing Memorability: The multisensory experience of food imagery makes it more likely that audiences will remember the campaign and the brand behind it.

Rhode and the Glazed Donut Phenomenon

Take Rhode, for instance. Hailey Bieber’s beauty brand has turned product names into a feast for the senses: "Glazing Milk," "Barrier Butter," and "Toasted Teddy" blush. It all started with the viral “glazed donut” aesthetic, which led to a collaboration with Krispy Kreme. To top it off, Bieber poured "Glazing Milk" toner over herself in an iconic photoshoot that felt indulgent, playful, and oh-so-appetising.  

Bread, Butter, and High Fashion: JACQUEMUS Steals the Show 

Food references aren’t limited to beauty brands. Luxury fashion house JACQUEMUS took sensory marketing to the next level by incorporating bread and butter - yes, actual food - into their show invites. Each invite was stamped with the JACQUEMUS logo, making a quirky, unforgettable impression. The tactile and visual appeal of food reinforced the brand’s playful and creative identity.  

By leaning into this trend, brands like JACQUEMUS aren’t just feeding our imaginations, they’re crafting experiences. These edible-inspired campaigns are about more than clever branding; they invite consumers to savour the moment and emotionally connect with the product.  

Why Food Works in Marketing 

Rhode and JACQUEMUS prove how food imagery taps into sensory marketing’s potential, especially for online shoppers who can’t physically experience products. Food evokes emotions: nostalgia, comfort, indulgence. Whether it’s the luxurious feel of “butter” or the satisfying glaze of a donut, these cues make products seem tangible and irresistible.  

For many brands, food bridges the gap between the digital and physical. It’s relatable, approachable, and undeniably shareable - perfect for social media campaigns. By using food as a metaphor, brands can tell stories that stick, turning scrolling into craving.  

So, what can marketers learn from this?  

  1. Tap into the Senses: Food is universal, making it a powerful tool to evoke emotions and create memorable campaigns. Think about how your brand can use sensory elements to connect with your audience.  
  2. Leverage Relatable Imagery: People love seeing food, they associate it with comfort and joy. Incorporating food references can make your brand more approachable and relatable.  
  3. Make it Shareable: Food-inspired campaigns have high virality potential. Whether it’s clever product names or creative visuals, ensure your content is Instagram-worthy to maximise engagement.  

In a world saturated with marketing messages, tapping into the universal love of food is proving to be a recipe for success. From glazed donuts to buttery branding, it’s clear that the way to your customer’s heart might just be through their stomach!  

Want to level up your brand’s marketing strategy, incorporating sensory marketing? Building a marketing strategy is the first thing to do before you begin any tactical marketing, but it can feel like a daunting task. Our Marketing Strategy Toolkit gives you everything you need to build an effective marketing strategy to level up your brand. Download here.

Want to take it to the next level and smash your marketing like Rhode and Jacquemus? Join Fabric and gain instant access to 1-1 coaching sessions with a dedicated expert marketing practitioner, monthly masterclasses, a place on our award-winning Master Strategy Programme, where you will build a complete marketing strategy and so much more. Download the brochure today.