Here's how you can create successful creative marketing campaigns in the food and beverage industry.

I think the most important aspect of this first pass in understanding your audience is to deeply immerse yourself into the “WHYs”. Why does the audience feel the way they do, prefer what they prefer, behave as they do toward the category and your product specifically. Completely understanding why gives you a perspective head and shoulders above your competition in creating an incredibly relevant and impactful message.

Successful and creative campaigns needs to have a story. they need to show who you are, etc. etc. are things all successful management courses would teach. The most successful of the successful F&B campaigns need to be 'Authentic'. It can be about creation of a dish, the restaurants own journey with the dish, the legacy, if any. If not, then the struggle with it. But YOURS. It can be around the team and the role they play in creation of the brand. It should be light hearted and the management should act like consumers and portrait what they would like to hear or read as consumers from a food set up. But 'AUTHENTIC'

Some ways of getting started on online channels - 1. Ask for data from the third party delivery platforms. 2. Understand key metrics of your business online like order rate, cancellations rate, reasons for cancellation, funnel conversion, top ordered items, top area of orders, average basket size, uptime rate 3. Fix operations of stores (if multiple) who are defaulters in meeting KPIs (understand this from the partners). 4. Crunch data and identify best sellers, audiences, geographical demand of your menu item and then create a campaign around it. 5) Choose the right channels. 6) Invest in-app (3rd Party) to gain visibility against competitors and invest on social media to create demand for your brand. Fix ops, invest in campaigns!

Online channels are growing heavily in the F&B space. No marketing campaign can be successful without fixing operations of online delivery that has way more potential to grow than the brick and mortar limitations. Get data from 3rd party like Uber Eats, DoorDash, Skip etc. Understand brand insights and analytics online. Build campaigns from Data! Understand which item is fast-selling or which item has higher margins but not a faster seller but you’d like to push. Plan campaigns with your partners, invest in ads, increase visibility on the platform against completion but above all fix operations like failed orders, store uptime etc. Having an unhealthy CX of your F&B brand with a heavy campaign could create a negative brand impact.

High definition images with a clear background and as per the specifications of the platform is the key. Ensure all items have an image including sides and drinks enhances the menu and search optimization.

As a foodie and a marketing professional, I still find myself captivated by the videos and pictures I encounter while scrolling through my apps. This is because 90% of information is passed on to our brain visually. It's proven that visual effects have a significantly greater impact compared to text messages. For food and beverage brands, it's absolutely essential to present their products in visually appealing ways. Effective visual representation can make all the difference in successful creative marketing campaigns within the industry.

In my views visuals are crucial in any food and beverage marketing campaign. They can influence a customer's decision to engage with your brand. Investing in professional photography is essential to make your dishes look appetizing. You're not just selling food; you're selling an aspiration. The right visual presentation creates cravings and drives customers to your door. Focus on colors, composition, and context. Professional images highlight textures, colors, and freshness, making the food irresistible. Vibrant colors, thoughtful composition, and the right context enhance the overall appeal. By paying attention to these details, you can create visuals that attract, engage, and convert customers.