Food is persuasive, bringing us closer together and can even be seen as sensual. But can taste experiences enhance what we see in advertising? And can a flirt with our taste buds deepen our emotional connection to a brand?
In a campaign from Burberry, a content series created at the end of 2024, we see well-known British figures like Olivia Colman speaking to the camera while preparing and describing how they make their perfect cup of tea. This can be seen as a homage to British heritage and, I believe, an effort to make Burberry more accessible and recognizable to a younger audience.
One of Glory Days’ clients, Beckers Paint, with its ongoing Color Trends 2025 campaign, has tapped into the psychology behind the ‘foodification of colour.’ By naming this year’s trend colors after things like Dulce de Leche, Espresso, and Bellini, they created associations far beyond paint swatches — a world of dinner parties, New Year’s drinks, and breakfasts to be shared. In a time of ‘treat yourself’ mentality, while facing economic strain, it is more relevant than ever to build storytelling around the overpriced take-away coffee
Even in the influencer sphere, I’ve rarely seen so many people cooking, often very elaborate meals. The classic ‘Get Ready With Me’ has gradually been replaced by ‘How I Made This Meal from Scratch.’ This naturally leads me to the TikTok phenomenon Nara Smith. She is the face of what has become known as the ‘trad wife’ — a traditional wife who takes care of the children, often religious, and proudly prepares all food from scratch, from chewing gum to sourdough bread.
Nara Smith has made it her signature to wear extravagant outfits while preparing a club sandwich, which has led to collaborations with major fashion houses such as Marc Jacobs. In one such collaboration, she bakes a cake that looks exactly like Marc Jacobs’ latest handbag model.
Nara Smith, like many trad wives, voted for Trump, and according to some, they also hinder the feminist movement by glamorizing the role of a housewife. This does not seem to deter brands from wanting to be associated with Nara. I must admit myself, when one of her TikToks pops up, I quickly forget what her detailed recipes mean for gender equality — I just want to know how she made that cake look like a real handbag.
Food unites us, is relaxing, and often serves as a reward. It’s a way to solve the recurring ‘what do I do with my hands’ problem in front of the camera, and not least, a way to get to know a person. How does Olivia Colman like her cup of tea — with or without sugar, scalding hot or lukewarm? That’s what I want to know.
