The pleasure of reading about food and drink is the closest we can get to experiencing the real deal. Using sensory details is a superb technique to engage readers in a narrative; explaining how something tastes creates a physical sensation that sparks a psychological desire to experience it for yourself.
Food writing can enhance a variety of content; whether you’re writing about food itself, or someone’s eating habits when writing their profile, destination writing with local cuisines or elements of grandeur recounting dining experiences. Taste brings the reader to the given moment, immersing them in the scene. This kind of sensory experience is a great way to connect with your audience.
Let your reader visit distant shores, where they can imagine the taste of juicy, exotic fruits, aromatic spices, or freshly barbecued meats soaked in rich marinades. With the right words, you can bring flavours to life with incredible imagery, vivid memories and temptation.
Take a look at our examples of how to use food narratives in your marketing strategy:
Evoke memories
Everyone has fond memories of eating delicious food. It could be a favourite childhood dessert, food eaten on a family holiday or even a special meal-out trying new flavours. Bringing back these memories is a comforting experience and builds trust in your brand, reminding readers of their shared experiences and identity.
A practical way to include this technique is to use food as a metaphor in your content. For example:
“Like sipping a silky mug of hot chocolate curled up on your sofa”
“As authentic as homemade bread, freshly baked on your mum’s kitchen table”
Make your consumer the star
Impress your readers by taking them on a journey with your food writing. Instead of simply writing about the features of food, use the language of food to relate to your reader’s unique needs.
For example: “like that zing after a fresh cup of coffee, fill your body with renewed energy for the day ahead.”
This strategy will tap into your reader’s emotional needs by comparing your product/service to a sensory experience that they can instantly relate to.
Create a bond with your customers
You can show a lot about your brand’s personality by connecting with your audience through food. The ritual of food preparation and consumption is rich in cultural associations and traditions; incorporating this in your content is a great way to reach out to your customers and bond over shared experiences. Be careful not to run into the trap of problematic food and cultural stereotypes though – you could just as easily be eating a bowl of spicy noodles in Leeds as well as Laos.
Hungry for more? Why not chat with us about our services at It Works Media and see if we can cook up some content for you!