Why we are all so obsessed with food RN
- Mia Hardman
- Jun 28
- 3 min read
Food is marketing's favourite prop at the moment. Maybe it's cost of living. Maybe it’s escapism. But what we know is that this content has us paying attention (and licking our phones).
So why is food suddenly the muse?
Status used to be about scarcity. Now it’s about taste. And food? It communicates taste in ways that logos cannot.
It becomes a subtle aspiration. Everyday rituals that reframe what luxury looks like today. Today’s brands are not just selling products, they are serving a lifestyle. Food goes beyond aesthetic appeal, it evokes a deeper emotional response. Food is a shared experience, it creates connection and helps bridge the gap between luxury brands and everyday consumers.
Brands have been leaning into food to spark that familiar, comforting feeling that makes everyday consumers feel seen, understood… and maybe even a little hungry.
From a psychological perspective, just the sight of certain foods, especially treats high in sugar, can trigger a dopamine release in the brain, the chemical linked to pleasure and reward. This sensory experience is what brands are utlilising to make their products not just seen, but felt and desired.
Brands that are nailing it
Rhode
No surprises that Rhode made it in our list after an evaluation of $1billion - they clearly are getting something right. Rhode is no stranger to using food as a sensory marketing tool. A Rhode lip gloss positioned next to a croissant doesn’t just look aesthetic. It subtly reframes the purchase. When the price of a beauty product mirrors that of a sweet treat, it feels instantly justifiable. A trendy, luxury item for the cost of a sweet treat? It's an affordable indulgence. Rhode’s also reached new audiences by launching a limited edition peptide lip treatment inspired by Krispy Kreme’s strawberry glazed doughnut, which returned for a limited time only.
Photo credit: Rhode
LOEWE
While we are still not quite over Jonathan Anderson’s departure (but we are definitely excited for what he is going to do at Dior.. more on that later) during his tenure, he really showed that he is the master of artistic and creative storytelling. That tomato bag was truly an absolute genius PR move. Locally to celebrate the brands Sydney flagship store, the brand collaborated with Messina to release three exclusive flavours inspired by LOEWE's home scents range.
Jacquemus
Simon Porte Jacquemus has long mastered the art of turning marketing into a moment. As the brand that staged a runway show in a lavender field, every move and moment is designed to be shared. One of fashions cheekier brands, Jacquemus' recent campaign with White Lotus star Jon Gries “Going Bananas with Jon” went viral across socials thanks to the surrealist imagery that was equal parts artistic and genius. And going one step further to launch the Los Angeles flagship, they deployed a banana-shaped car across the city. Irreverent yet always considered. Strange but always stylish. Bananas have never been more chic.
Three takeaways for you to chew on (sorry)
A peach isn’t just a peach. It can be sensual, nostalgic, sexy. So don’t just style food, say something with it.
Taste is the new status signal. But it’s not about wealth, it is all in the curation.
Have a bit more fun with your content. Get silly. Entertain your audience.
Food works because it’s a shared language. But you better have a point of view.
