My Food + Beverage Branding & Advertising Insights

I’ve been loving the world of food and beverage branding and advertising since my childhood in communist Poland, where I maniacally collected and studied Western CPG packaging and ads. After earning an MA in sociology and studying human behaviors and persuasion, I worked with food and beverage CPG consumer focus groups and market data analysis. My creative calling and instincts eventually led me to my current endeavors in Los Angeles where I produce food and beverage advertising content and media, and ultimately to the founding of Phoode®.

Throughout my experiences, I’ve witnessed the intricacies of creating marketing and advertising strategies for CPG products, food service brands, and food media. Over the years, countless stories have accumulated from my professional and creative journey, each one shaping my perspective and fueling my passion. Recently, I’ve felt a strong urge to express myself through writing about these experiences and complementing them with edgy AI editorial illustrations to further illustrate my points 😉

This initiative is fueled by genuine passion, inspired by my own experiences and observations within the industry. My goal is to offer unique insights and share observations that may not be readily apparent to everyone. Recently, I’ve observed a troubling trend in marketing—an emphasis on superficial tactics and flashy strategies that ultimately lack depth and authenticity. I firmly believe that such approaches cannot generate long-lasting results.

In my writing, I aim to guide brands, agencies, and creatives in breaking free from the obvious and embracing meaningful storytelling. I firmly believe in the power of authentic narratives to build enduring brands and effectively sell food and beverage products.

I invite you to join me on this journey towards creating impactful and resonant connections with audiences.

Thanks for reading!

Cheers 🥂

Why Hiring a Food Video Producer Who Knows Food & Beverage Beats a Generalist Every Time (a.k.a. Why You Want Me, Food Polka, on Your Next Shoot) READ>

Below you see samples of just a few articles. Read more on Phoode®

” (…) Worse, the strategy started backward: jumping straight into content and visuals without a solid foundation in copywriting, audience mapping, or niche targeting. They hadn’t considered how to repurpose B-roll footage effectively or incorporate storytelling that resonates on a psychological level, critical for promoting culinary networking experiences. No wonder so many similar ventures fail—they invest in pretty pictures and ad spends without the behavioral blueprint to make it work. I was brutally honest: “This won’t sustain long-term. Los Angeles is saturated (…)”

READ: Why Food & Beverage Brands Are Wasting Millions on Shiny Social Media Tactics Without Real Results >>

food and beverage marketers, food marketing, food marketers, beverage marketing, beverage marketers, food photography, drink photography, social media content, social media ads, food commercial, tabletop commercials, drink advertising, soft drinks, drink video, food video, food content marketing, content marketing, content creation, instagram ads, instagram feed

“ (…) This is what any food or beverage CPG brand in the US is competing against every second. After clicking on an Instagram ad in the left screenshot, I quickly found myself inundated with a barrage of similar advertisements. These ads always seek to capture the interest of users resembling the profile or behavior patterns that my initial click suggested. This is a common practice known as ‘lookalike targeting”. Within a mere three minutes of my initial interaction, I had scrolled through an overwhelming number of 23 different ads, each promoting various beverage products. This rapid succession of targeted ads illustrates the aggressive nature of digital marketing strategies on social platforms, where companies compete fiercely for consumer attention.

When faced with very similar products, which one do I choose to buy (if I even decide to buy)? If I already bought something that I needed, why would I want to buy another one from a different brand if I already got something similar? Most consumers won’t buy another piece of a similar product, at least not instantly, but the ad retargeting starts working instantly. The way campaigns are distributed on social media is pretty random and inefficient. (…)”

READ: The Food and Beverage Marketers Scarcity Mindset Breeds Scarcity of Results >>

” (…) In today’s marketplace, new brands often focus intensely on product-centered strategies, where “cool” packaging seems to be the main offering. My extensive research in the industry has yet to reveal a brand that maintains a consistent and unique message or evokes a distinct feeling through its content. Instead, what prevails is fast content—quickly consumed and just as quickly forgotten by the audience as they move on to the next trendy item. They are nicely packaged but they became commodities just like unpackaged bulk produce. (…)”

READ: The Commoditization of Food & Beverage CPGs: A Critical Look at Modern Food Branding >>

beverage CPG consumer, food and beverage branding, food and beverage advertising strategies, food and beverage marketing tactics, food and beverage consumer focus groups, food and beverage brand development, food and beverage market research, food and beverage advertising campaigns, food and beverage brand identity, food and beverage advertising effectiveness, food and beverage brand storytelling, food and beverage advertising insights, food and beverage consumer behavior, food and beverage persuasive messaging, food and beverage, food and beverage branding, food and beverage advertising, food and beverage CPG packaging, food and beverage market data analysis, Los Angeles, advertising content, media production, Phoode, marketing strategies, food service brands, food media, professional journey, creative journey, storytelling, authentic narratives, enduring brands, meaningful connections, food polka, marta fowlie

“(…) The story of the Coca-Cola bottle teaches us the enduring power of design and sensory branding. A well-thought-out design does more than package a product—it tells a story, conveys values, and builds a legacy. This bottle was not just recognized; it was felt, it was experienced. Today, in a market teeming with fleeting trends and transient brands, one might wonder if the Coca-Cola lesson holds (…)”

READ: Coca-Cola’s Creative Triumph Over the Monotony of Rows of Soda Cans at Erewhon’s Market >>

beverage CPG consumer, food and beverage branding, food and beverage advertising strategies, food and beverage marketing tactics, food and beverage consumer focus groups, food and beverage brand development, food and beverage market research, food and beverage advertising campaigns, food and beverage brand identity, food and beverage advertising effectiveness, food and beverage brand storytelling, food and beverage advertising insights, food and beverage consumer behavior, food and beverage persuasive messaging, food and beverage, food and beverage branding, food and beverage advertising, food and beverage CPG packaging, food and beverage market data analysis, Los Angeles, advertising content, media production, Phoode, marketing strategies, food service brands, food media, professional journey, creative journey, storytelling, authentic narratives, enduring brands, meaningful connections, food polka, marta fowlie

” … towards the end of last year, I got a surprise call from a casting producer from Gordon Ramsay’s TV show “Food Stars,” a competition show for entrepreneurs focused on food and beverage-related products and services. She loved the idea of Phoode® and asked if I would be interested in competing in Season 2. She also mentioned I could win $250K to invest in Phoode. (…) Firstly, I never imagined myself in a TV competition, so I was pretty shocked. Secondly, I had never even heard about the show, so I had to run a quick Google search on it. In fact, I don’t even have cable.

As the founder of Phoode, I have been actively on the lookout for funding to expand the platform, so the show seemed like an amazing opportunity. The prize would allow me to grow and further develop the platform. The exposure to a highly targeted audience and the industry of the show wouldn’t hurt either.

The more I thought about it, the more the idea grew on me. (…)

READ: How Phoode® Found Validation Through Gordon Ramsay’s Food Stars TV Show >>

Gordon ramsay, foodstar, tv producer, casting producer, producer, show runner, tv, tv show, competition, tv personality, phoode, entrepreneur, business, food business, food tech, food startup, startup, food, businessowner, food polka, foodservice, cpg, cpg industry, clelebrity chef, casting, marta fowlie, food polka

” (…) a common theme emerged: total creative chaos. Nobody spent adequate time on pre-production planning, figuring out the shoot details, or understanding the importance of pairing props with food the ratio of proportions, and how it will look after its shot. When shooting food, every detail matters, even the size of the steak the food stylist brings to the set can make a huge difference depending on the prop and lens being used. (…)”

READ: The High Cost of Low Budget Food Video Productions: A Cautionary Tale >>

beverage CPG consumer, food and beverage branding, food and beverage advertising strategies, food and beverage marketing tactics, food and beverage consumer focus groups, food and beverage brand development, food and beverage market research, food and beverage advertising campaigns, food and beverage brand identity, food and beverage advertising effectiveness, food and beverage brand storytelling, food and beverage advertising insights, food and beverage consumer behavior, food and beverage persuasive messaging, food and beverage, food and beverage branding, food and beverage advertising, food and beverage CPG packaging, food and beverage market data analysis, Los Angeles, advertising content, media production, Phoode, marketing strategies, food service brands, food media, professional journey, creative journey, storytelling, authentic narratives, enduring brands, meaningful connections, food polka, marta fowlie

” (…) Food has a powerful ability to evoke emotions and create sensory experiences. Our senses, including taste, smell, sight, touch, and even sound, play a crucial role in how we perceive and enjoy food. Psychology helps marketers understand how to tap into these sensory experiences and evoke specific emotions through content design, allowing them to create a deep emotional connection with their audience. (…)”

READ: Appetite Appeal in Food Photography: The Lost Art That Has Driven Billions in Food Product Sales >>

beverage CPG consumer, food and beverage branding, food and beverage advertising strategies, food and beverage marketing tactics, food and beverage consumer focus groups, food and beverage brand development, food and beverage market research, food and beverage advertising campaigns, food and beverage brand identity, food and beverage advertising effectiveness, food and beverage brand storytelling, food and beverage advertising insights, food and beverage consumer behavior, food and beverage persuasive messaging, food and beverage, food and beverage branding, food and beverage advertising, food and beverage CPG packaging, food and beverage market data analysis, Los Angeles, advertising content, media production, Phoode, marketing strategies, food service brands, food media, professional journey, creative journey, storytelling, authentic narratives, enduring brands, meaningful connections, food polka, marta fowlie, steak, fillet mignon, restaurant marketing

“(…) Each brand has its target consumer, content marketing strategies, and ideas on how to sell the product. Sometimes, the creatives who work on their campaigns become too imaginative that the content appears outlandish, like a sci-fi movie, or cartoon-like. Certain ideas push the envelope so far that brands get into a lot of trouble with consumer and serious legal trouble. (…)”

READ: The principles of legally trouble-free content marketing and advertising for food & beverage brands >>

beverage CPG consumer, food and beverage branding, food and beverage advertising strategies, food and beverage marketing tactics, food and beverage consumer focus groups, food and beverage brand development, food and beverage market research, food and beverage advertising campaigns, food and beverage brand identity, food and beverage advertising effectiveness, food and beverage brand storytelling, food and beverage advertising insights, food and beverage consumer behavior, food and beverage persuasive messaging, food and beverage, food and beverage branding, food and beverage advertising, food and beverage CPG packaging, food and beverage market data analysis, Los Angeles, advertising content, media production, Phoode, marketing strategies, food service brands, food media, professional journey, creative journey, storytelling, authentic narratives, enduring brands, meaningful connections, food polka, marta fowlie

” (…) One example of a behavioral nudge is incorporating scarcity or limited-time offers. Scarcity is a psychological principle that suggests people value things more when they perceive them as rare or in short supply. By creating a sense of urgency through limited availability or time-limited promotions, individuals are more likely to take immediate action to avoid missing out. (…)”

READ: The Role of Psychology in Social Media Content for Food & Beverage Products >>

beverage CPG consumer, food and beverage branding, food and beverage advertising strategies, food and beverage marketing tactics, food and beverage consumer focus groups, food and beverage brand development, food and beverage market research, food and beverage advertising campaigns, food and beverage brand identity, food and beverage advertising effectiveness, food and beverage brand storytelling, food and beverage advertising insights, food and beverage consumer behavior, food and beverage persuasive messaging, food and beverage, food and beverage branding, food and beverage advertising, food and beverage CPG packaging, food and beverage market data analysis, Los Angeles, advertising content, media production, Phoode, marketing strategies, food service brands, food media, professional journey, creative journey, storytelling, authentic narratives, enduring brands, meaningful connections, food polka, marta fowlie

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