Snacks & Branding Hacks: Why Your Favorite Brands Are Serving Up Food

Your Favorite Brands Are Using Food in Their Marketing, and It’s Not for the Reason You Think

So, I recently watched this TikTok by Joel (@coldestjoel), one of my favourite creators. In it, he dives into why brands are increasingly using food in their marketing and the rise of cafes as part of brand identity. He suggests this trend ties into a sense of luxury and social signalling, especially in today’s economy, where food is a relatively affordable luxury compared to high-end items.

As an advertising major and an avid learner of marketing, I see this trend from a unique perspective. My studies focus on hooking people online, so naturally, I’ve been thinking about why brands from every industry, not just luxury, are adopting food-centric campaigns. Why are brands like Crumbl, Van Leeuwen, Chicken Shop Date, and Rhode making such waves with food-focused marketing?

Why Food Works in Marketing: Familiarity Over Luxury

While Joel makes good points, I think the trend isn’t so much about creating a sense of luxury. Instead, food resonates because it’s deeply familiar. We’ve seen food in marketing for decades, from 80s music videos to product ads and interviews. Food is universal and instantly evokes cravings and comfort, so pairing it with a product naturally drives brand interest and consideration.

Think about it: when a new lip peptide is marketed with vanilla ice cream, it creates an association. You start craving ice cream, which subtly makes you more aware of the lip peptide product as well. This leverages a classic advertising principle linking sensory experiences with brand recall.

Luxury Brands and the Food Connection

So how does this trend work for luxury brands? Let’s look at Miu Miu, which currently uses coffee imagery in its marketing. Miu Miu’s aesthetic is sophisticated yet accessible, pairing perfectly with a chic coffee shop vibe. Sitting in a Parisian cafe, imagining the rich aroma of coffee, you’re pulled into a lifestyle that Miu Miu embodies. This type of branding creates a tactile, sensory appeal, making the brand feel familiar while also aspirational.

Next thing you know, a simple thought of coffee can bring Miu Miu’s products to mind, nudging you to browse their website or even consider a splurge. Ralph Lauren excels at this, especially with the addition of the Ralph Lauren Cafe. Aritzia also offers a free drink at their cafe from a purchase at their New York store!

Viral Sensation: Nara Smith and Food as Shock Factor

And then there’s Nara Smith—who deserves her own post, by the way. She went viral with a peanut butter video, captivating audiences by combining food, ASMR, and a bit of shock factor. Her videos are soothing yet unexpected, providing a double dose of dopamine that keeps people coming back. Adding food to the mix was just an added bonus, as it’s relatable and instantly catches attention. Plus, she simply just likes to cook. (i will make a whole blog post on her)

Why This Trend Works So Well

Personally, I’m all for this trend. It shows that brands today need to go beyond simply advertising products; they need to sell an experience, a feeling, or even a lifestyle. Food connects on a sensory level that traditional ads often can’t reach. My only hope is that this trend doesn’t get overused. With social media constantly churning out new trends, we rarely see ideas live long enough to appreciate their full impact. But for now, I’m here for brands selling both style and cravings.