Blogs & Comment

Don't forget the food porn

Back when I marketed Breyers ice cream, I learned about creating appetite appeal in our packaging and advertising. That made perfect sense to me. After all, you want people to eat your product. It’s the reason why The Keg shows juicy steaks with perfect grill marks in their ads and Red Lobster zooms in on plump shrimp in theirs. Anyway, the importance of getting mouths salivating in food marketing emerged from the recesses of my mind the other day, when I caught some ads for Mr. Sub. Here are links to them:
Airport Digging Running
Zig, the Toronto ad shop behind the campaign, which launched last year, does a decent job of communicating that the chain has a variety of sandwiches in an entertaining way. But they do nothing to make me crave Mr. Sub. In fact, the strip search scene at the airport is unappetizing.
Now, I didn’t read the creative brief for this execution. The goal of this campaign may not have been to make Mr. Sub’s sandwiches seem mouth-wateringof course, a 30-second spot just showing subs would be a waste of money, since nobody would probably remember or pay attention to them. But I do see the opportunity for an ad that fell somewhere in between those two extremes.
I called the PR rep for Mr. Sub to see how the campaign has done, and got a no comment. But it’s unlikely sales went through the roof. The chain switched agencies in March and is now with BOS Toronto.