Why brands are using food marketing to make an impact
Working in hospitality marketing, we know that food is more than just something to eat — it’s an experience.
A beautifully plated dish, the smell of fresh bread, or the first sip of a perfectly made coffee can transport us somewhere else entirely 💭.
But what’s interesting is how other industries are tapping into the power of food to make their marketing more engaging, memorable, and downright irresistible.
For example, take Rhode, Hailey Bieber’s beauty brand. It’s built an entire aesthetic around the idea of glazed donuts 🍩 — dewy skin that looks as smooth and shiny as a Krispy Kreme.
This led to a full-blown brand partnership with the donut chain, complete with a “Glazing Milk” toner and a campaign where Bieber literally poured the product over herself like a sweet, indulgent treat. It’s playful, sensory-packed, and went viral
Then there’s Jacquemus, the luxury fashion house that sent out ACTUAL bread and butter as invites to one of their shows 🤯.
Imagine receiving a perfectly crusty baguette, stamped with the brand’s logo — simple, yet impossible to forget. It made the brand feel tactile, warm, and a little bit cheeky, which is exactly what they’re known for 🥖.
So why does this work? Because food taps into sensory marketing — something hospitality brands use all the time, but other industries are now catching onto.
🤍 Nostalgia & Emotion – Certain foods take us straight back to childhood or special memories. That’s why brands that lean into comforting, familiar flavours or textures (like butter, milk, or caramel) evoke instant warmth.
🤍 Indulgence & Desire – Whether it’s a “glazed” skincare product or a “whipped” body butter, food descriptions trigger the same parts of our brain that crave a delicious treat.
🤍 Memorability – You might not remember the name of a lipstick, but you *will* remember one called “Toasted Teddy” or “Berry Glaze.” Food-based branding sticks.
In hospitality marketing, we already know how powerful this is. A well-shot dish can make someone book a table instantly. But seeing this trend expand into fashion, beauty, and beyond shows just how deeply food influences the way we ✨feel✨ about brands.
