Because it works—like, really works. Whether it's a Rhode lip balm sitting pretty next to an ice cream cone or a handbag styled with fresh pastries, brands have figured out that food is the ultimate marketing hack. It taps into emotions, sparks nostalgia, and—let’s be honest—makes everything look more aesthetically pleasing.

If your product is next to a stack of fluffy pancakes, suddenly it feels warm, comforting, and indulgent. If it's styled with a neon cocktail? Now it's fun, playful, and aspirational. Food imagery isn’t about eating—it’s about making products irresistible.

Why Food Imagery Works (Even When the Product Has Nothing to Do with Food)

Brands that use food visuals in their campaigns aren't just being random. There’s actual psychology behind it:

• It grabs attention – Our brains are wired to notice food. A perfectly frosted donut or a juicy strawberry makes people stop scrolling.
• It triggers emotions – Food is comforting, nostalgic, and universally relatable. Seeing a Rhode lip treatment next to a swirl of soft-serve makes it feel like a treat.
• It makes products feel multi-sensory – Even if you can’t smell the coffee in a photo, your brain imagines it. That imagined sensory experience makes the product more desirable.
• It taps into lifestyle marketing – Food isn’t just about eating; it represents moods, moments, and aspirations. A lipstick styled with a morning cappuccino? That’s an entire vibe.

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The Neuroscience of Craving: Why Food Gets Us Every Time

It’s not just your stomach talking when you see a photo of melted cheese or a scoop of ice cream and instantly want it. Your brain is doing a lot behind the scenes. Research shows that when we see highly appealing food imagery, the same parts of our brain that light up during actual eating—like the reward system—get triggered. Dopamine is released, our senses get activated, and suddenly we’re craving something we didn’t even think about a second ago.

This isn’t just about hunger—it’s about emotional memory, pleasure, and even survival instincts. Our brains have evolved to respond to food cues instantly. And brands have picked up on that. When they style a moisturizer to look like vanilla frosting or shoot a product next to syrup-drenched pancakes, they’re tapping into those ancient cravings.

What does this mean for marketers? Food imagery can quite literally hijack attention. It bypasses logic and hits right in the emotional gut. Even if you’re selling sneakers, styling them with a side of bubble tea might just make them feel more exciting, more indulgent—and way more clickable.

Why Are So Many Brands Doing It Now?

This trend didn’t just appear out of nowhere—it’s part of a larger shift in how people consume content and shop. A few big reasons it’s everywhere:

• Social media loves aesthetic food – From TikTok latte art to Instagram shots, food is one of the most photographed, shared, and saved categories online.
• Visual storytelling is everything – In a world where you have 0.2 seconds to grab someone’s attention, food props help tell a story fast.
• Craving over convenience – Consumers don’t just want functionality anymore. They want vibes, feelings, and aspirational moments. Food helps brands sell that mood.

How Your Brand Can Use This Trick Too

You don’t need a celebrity endorsement or a massive budget to spice up your marketing with food imagery. Here's how your brand can whip up some mouth-watering visuals:

• Pair your product with everyday snacks – Incorporate common food items like coffee, toast, cookies, or fruit as props to elevate your visuals. Food is universally loved, and it makes your product feel more relatable and inviting.
• Match colors or textures – Think about how your product compares to familiar food textures—smooth like butter, glossy like syrup, rich like chocolate. Use that connection visually.
• Keep it subtle – You don’t need a donut wall. A single, clever pairing or well-styled image is enough to spark attention and still feel authentic to your brand.

How Brands Are Cooking Up Clever Food-Driven Campaigns

Rhode Skin – “Glazed Donut” Everything

Hailey Bieber didn’t just launch a skincare brand—she launched an aesthetic. The phrase “glazed donut skin” became a cultural moment, and Rhode fully leaned in. Their campaigns show glossy serums next to dripping honey, strawberries, croissants, and melting ice cream. The message? Rhode’s skincare is just as indulgent and satisfying as a sweet treat. Bonus points for the Strawberry Glaze collab with Krispy Kreme—because why stop at visuals when you can literally team up with a donut empire?

Marc Jacobs – Baking a Handbag (Yes, Really)

Marc Jacobs took the food aesthetic to another level when they partnered with TikTok baker Nara Aziza Smith. The campaign video shows her whipping up a Marc Jacobs tote out of dough, rolling it, shaping it, and baking it in the oven—before revealing the actual leather bag, fresh and “toasted.” The message? This bag is so iconic, you’ll crave it. It’s a perfect mix of visual ASMR and cheeky branding.

Jacquemus – Baguettes as Fashion Accessories

Jacquemus has long mastered the art of aesthetic food styling. One of their most iconic campaigns featured their signature mini handbags perched on top of fresh baguettes and croissants, making luxury feel as effortless as a French breakfast. They’ve also sent out show invitations printed on actual bread. Because why send a boring paper invite when you can send something deliciously weird?

SKIMS – Making Cozy Clothes Feel Like Comfort Food

Kim Kardashian’s shapewear brand SKIMS has subtly used food in its marketing to evoke warmth and indulgence. The brand’s campaigns have described their ultra-soft lounge sets as “like wrapping yourself in a warm, cozy layer, akin to comfort food.” That comparison taps into the feeling of curling up with something satisfying—just like a bowl of mac & cheese on a rainy day.

Škoda – The Car That’s Literally Made of Cake

Carmaker Škoda took food marketing to a whole new level with their iconic “Cake Car” ad. The campaign featured a life-sized Škoda Fabia made entirely out of cake—icing, jelly headlights, and all. The idea? The new Fabia was “full of lovely stuff,” and what’s lovelier than cake? The result was an ad that felt whimsical, unexpected, and impossible to ignore.

When Does Food in Marketing Work? And When Is It Just… Weird?

It works when:

• The food imagery reinforces the brand’s identity (Rhode = indulgence, Jacquemus = French chic, SKIMS = cozy comfort).
• It makes the product feel desirable in a sensory way (glossy, creamy, buttery textures).
• It creates a viral or shareable moment (Marc Jacobs' “baked” handbag, Jacquemus’ bread invitations).

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It flops when:

• It feels disconnected from the brand (Colgate’s frozen lasagna… why? Just why?).
• It’s pure shock value without a clear message (Burger King’s “Flame-Grilled” Whopper Perfume” was just confusing).
• It distracts from the product rather than enhancing it.

The Future of Food-Infused Marketing

Expect to see even more brands jumping on the food styling trend—whether it’s through creative product photography, actual food collabs (looking at you, Krispy Kreme x Rhode), or cheeky ad campaigns.

Because at the end of the day, people don’t just want to buy things—they want to crave them. And if pairing a handbag with a fresh croissant can make it feel more luxurious, indulgent, and desirable? Brands would be foolish not to do it.

So yeah, food might not have anything to do with the product. But if it makes people stop, feel something, and hit “add to cart”?It’s a marketing snack worth serving.