marketing and sales executives from Silicon Valley

Wednesday, June 27, 2012

The Truth Behind Food Styling Can be Viral

Since when does a video exposing the marketing tweaks to a product  go viral and reach over 5 million views? The McDonald's Canada video on "food styling" just did. You'll find the video on the top video viral chart there.

I try to look at business videos applying 3 main filters to understand it's influence and potential for spread:

  • Is it relate-able or use an archetype?
  • It it relevant/timely
  • Is it memorable
Is it relate-able?
There's a resounding "YES" here. Nearly everyone I've known has asked the question answered by this video. Who hasn't wondered why fast food has never looked as good in person as it does in the photos - would be a better question. The premise is good and it draws people in.

Is it relevant? 
I'd say yes, but not in the usual way. Normally, when something is relevant, it is connected with your current needs or interests. In this case, there are few people who are particularly interested in this question. The real relevancy is two fold: 1) universally relate-able topic, and 2) market concern over "pink slime" and fast foods.

Suffice it to say that a universally relate-able topic always has some relevance, but add that to the recent concerns over "pink slime", and people are more interested in what goes on or in their fast food. I'll admit that I wondered if there was any real-world air brushing or special chemicals applied to the burger, and that kept me watching.

Is it memorable?
If one of life's mysteries was answered for you, would you remember? Of course. The revelation in the video, of course, isn't so appealing, but having worked in the film industry and marketing, I came in with some expectation of staging. Sure, I've staged products, I've staged homes for sale, and even created special demos that avoided known bugs. In this case McD's gave us the tour of how it takes hours of prep, staging, and even some photoshop to make the burgers look as good as they do in the photos. 

This video hits all the key points for me, and it's no wonder that the video went viral.

1 comment :

  1. Food styling is an art that takes months or years to master. It requires a unique combination of skill and talent to produce excellent food presentations; that is why I truly appreciate food stylists. But sometimes large establishments, such as McDonald’s and so many others, use food styling to lure customers into buying their products that only look good and tasty in ads. Clearly, the boundary between advertising and customer service has been blurred.

    You may check out other food presentation and food styling by checking this out