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 🥂

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

” (…) 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 >>

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“(…) 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 >>

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” (…) 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 >>

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” (…) 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 >>

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“(…) 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 >>

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” (…) 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 >>

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Are you in need of a Seasoned Food, Beverage, and Restaurant Branding + Advertising Expert or Photography/Video Producer?

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