In our latest blog, JAA Planner/Buyer Rosie Bettis explores how food has become marketing’s newest flavour enhancer — not just visually indulgent, but emotionally resonant. As brands serve up sensory-driven campaigns, consumers are devouring every bite.
A fresh ingredient is taking over the marketing world – and it’s proving impossible to ignore. Food has become a central player in brand storytelling, adding a sensory richness that keeps audiences engaged (and hungry for more). From Rhode’s glazing milk to JACQUEMUS incorporating bread and butter into show invites, food has never looked so fashionable.
Brands are increasingly serving up campaigns inspired by the culinary world, and consumers are eating it up. But this isn’t just about visual aesthetics. Food-driven marketing taps into something deeper: our senses, our emotions, and our memories, making it one of the most effective tools in the modern marketer’s toolkit.
So what makes this approach so powerful? And what can we, as marketers, take away from this flavourful shift? Let’s explore the mouthwatering rise of food-inspired campaigns.
Tasting the Trend: Turning Cravings into Campaigns
Rhode arguably kickstarted this foodie frenzy. The skincare and beauty brand, founded by Hailey Bieber, launched its viral Peptide Glazing Fluid in 2022. Despite having fewer than ten SKUs (as of mid-2025), Rhode’s storytelling, branding, and influential marketing have positioned it as a benchmark for modern Gen Z beauty.
When the Peptide Lip Treatment launched, it didn’t just introduce a product, it introduced a flavour. The packaging echoed the glossy swirls of jelly, featuring shades like Strawberry Glaze and Salted Caramel. This taps directly into consumers’ sensory cravings, similar to the desire one feels for dessert.
Over in fashion, SKIMS made headlines with its ice cream truck activation, pairing sorbet-toned bodysuits with matching scoops of gelato. It created a street-side spectacle engineered for social media. JACQUEMUS has taken a similarly playful approach, giant croissant bags, lemon-themed pop-ups, and vending machines stocked with accessories make fashion feel as fun (and luxurious) as a Parisian snack.
Palmer’s also leaned in, with its ‘It’s Thicc’ Ice Cream Van pop-up in Spitalfields last year. Designed to support a campaign for its iconic Cocoa Butter Body Butter, the van created a perfect synergy between the thick swirls of heritage Mr Whippy ice cream and the rich, nourishing texture of its hero product.
Why It Works: Food Is Emotional, Universal & Visual
Food is more than fuel, it’s an emotional trigger. It connects us to comfort, celebration, indulgence, and memory. When brands tap into food aesthetics, they inherit these associations to create stronger, more emotional relationships with consumers.
Food also lends itself naturally to irresistible visuals. Think: the glossy sheen of an iced donut, the flaky crisp of a croissant, the silky drip of honey. These elements pop in TikTok and Instagram feeds. From Rhode’s jelly-like textures to JACQUEMUS’s buttery leather bags, the fusion of taste and beauty invites a new kind of sensory engagement.
And most importantly, food is universal. It evokes emotion across cultures, languages, and demographics. That makes it a low-barrier, high-impact tool for global connection.
Why Brands Are Serving It Up Now
1. Social Media Craves It
Snackable visuals have always done well on TikTok and Instagram. When brands wrap a launch in something familiar yet surprising, like Rhode’s donut-glaze or JACQUEMUS’s cherry-adorned bags, it hooks the algorithm and the audience.
2. The Experience Economy Is Booming
Consumers don’t just want to buy, they want to feel. Pop-ups, food truck activations, and vending machines layer experience onto brand storytelling, turning moments into memories.
3. Nostalgia Is a Shortcut to Affection
Food brings us back. Childhood cereals, holiday treats, favourite cafés, these memories are fast, visceral, and personal. Brands that tap into taste-driven nostalgia can quickly build emotional equity.
Takeaway: Add a Little Flavour to Your Strategy
As the line between consumption and culture continues to blur, food-inspired marketing is proving to be more than a trend, it’s a tactic. By tapping into the emotional, visual, and sensory power of food, brands are creating richer, more resonant experiences that stand out.
Whether it’s Rhode’s toasted marshmallow blush or Palmer’s cocoa-scented swirls, these campaigns don’t just sell – they serve. In a world hungry for connection, flavour might just be the fastest way to the heart.
After all, in branding, presentation matters. Experience matters. And taste, even the metaphorical kind, is everything.
Disclaimer: This blog was written by the JAA team with the support of AI-assisted research and ideation tools in editing, including ChatGPT. All content was created and approved by a human author.
