How social media influenced your #Food
II.So what exactly is this food porn?
Food porn is a growing culinary and social phenomenon that is very much in vogue now.It’s a phenomenon that has been seized upon by “foodies” who now use social networks to share photos of food with their friends.Though, originally the word “Porn” referred specifically to erotica,but in the language of food “Porn” presents a world where everything is better than reality. Porn packages up a part of life,into a shiny fantasy package ,that most people crave for in their life.
III.Origins of Food Porn
The first use of “food porn” comes from the feminist writer Rosalind’s 1984 book Female Desire.In her view, Food porn was about producing images of food that arouse sensations of physical pleasure in the same way as pornography arouses sensations of erotic pleasure.
V.Food porn and A classic example of how ‘BirdsEye’ treated instagram posts as currency
“Instagram and many other social networks have a great role in the shoppers’ path to purchase.People are more likely to respond with desire when shown pictures of food, than they are from a review/a menu or a logo.Birds Eye brand came up with a campaign with a London based restaurant,using this very logic.This London based,restaurant “The picture house” got in on the act by inviting customers to pay by pictures, not by money! Customers were thus asked to take a picture of their dish and then publish it on Instagram with the #BirdsEyeInspiration hashtag .The activity was the digital and experiential arm of a wider campaign to promote the new range of Birds eye,which incorporates TV and a three month sampling drive.
VI.The future of food porn
As we advance digitally in the future food porn will certainly rise due to rise in membership of the virtual community.The desire to appear savvy,educated and be appreciated amongst peers will cause this activity to shoot up. Impacts on the food markets
- Both the above presents itself as a big opportunity for FMCG companies to diversify their food portfolio and grow.No longer will companies be able to be sloppy about food development and new launches as things change more rapidly in the digital world and people are more demanding
- The way big FMCG companies market their products will change as now their audience are also widely on facebook,instagram,and pinterest.The age old way of making TVC’s and putting up hoardings will cross over to smarter advertisements for the smarter generation
- It also helps restaurants and QSR’s to attract more footfall as people in the same community like to have the same experience of food.So all this means more business for sure for most.
- It shall also make exchange of recipes amongst different communities easier globally and we shall see emergence of fusion food globally….Food will become an open source and will not BELONG to anyone anymore
Above : A still from my food stylist project, for Amul Shrikand ad.
VII.From a Food stylist’s perspective
Foodstyling and Food Porn are interlinked at a deeper level.Food porn is mostly food seduction. For showcasing this seduction the food needs to look “Cheesy”,”Oozy” or “Melty” so mostly there needs to be an oomph factor in food.In comparison styled food stresses on food perfection so in that sense ‘Foodstyling’ is a step before ‘Food Porn’.The styled food will give the impetus to people to try new food which in turn cause them to experiment with food and circulate food images and enlarge the web of Food Porn.
Above : A still from my food styling, for Patanjali Ad. So as the business of FoodPorn increases so will the business of Food stylist and both are here to stay and grow.So the next time,you sit down for a meal,eat a little with your eyes too. Thank you 🙂 for reading this article.I would love responding to your comments.Interacting with people passionate about food,makes my day. I am available to connect as ” chefpayalgupta ” on all social networks.Links in comment section.