Article tags ▼
The importance of high-quality food photography
Justin Griffiths - Art Director 22nd March 2019 Read time 5 minutes
“A picture paints a thousand words” they say…
Words sell. They always have and they always will. But just as great copywriting can stir emotion and encourage reaction, great imagery can immediately engage your business’ audience.
There has been a shift in our social media-driven world over the past few years. Rakuten Marketing recently carried out its 2019 Influencer Marketing Global Survey which polled 3500 consumers and 700 marketers globally. The poll saw Instagram cited by 65% of those polled as the place where they most follow influencers, beating YouTube (62%) and Facebook (62%). As Instagram is THE image-based social media platform, these stats seem to prove the point, certainly at the moment at least. When it came to preferred content, images (61%) scored higher than the written word (38%) according to survey respondents.
I’d like to focus on photography for this post. Particularly original photography. Great photography can really make your marketing campaign. Whether in print (yes, ‘print’ is still a thing) or online, bespoke photography can say so much about your brand and help you stand out from your competition.
Before I go on, let’s address the elephant in the room: stock photography. Stock photography has its place in marketing and can paint a picture to a certain level. Ask yourself this question: does your imagery need to be unique to your business? Are you selling a certain product that needs to be shown in its best light?
At a time where stock photography is readily available and affordable, and often the go-to choice, we are pleased that many of our clients see the value of great bespoke photography. One such client is Marston’s Breweries, a very important client to us. Over the years we’ve conceived and directed photoshoots that have produced some lovely bespoke imagery for Marston’s.
How to photograph food
It’s more than just the old “slap and snap”
Food photography is not as simple as slapping the food on a plate and snapping it. Like painting, you start with a blank canvas. Capturing a mouth-watering image is so important when it comes to food photography - just look at the explosion of Food bloggers (no not ‘exploding food bloggers’).
Food bloggers understand the importance of amazing photography.
As do Marston’s.
Each of Marston’s’ different pub formats require a different look and feel, and we always approach each format with fresh thinking that starts with mood boards, conceptual thinking about what it is that makes that format unique and how we can best show their food. Firstly, we will scamp out a layout that works for the menu design, factoring in areas needed for typography, as well working out the best angle to shoot the dish and what other elements we want to dress the shot with to create a fitting ‘mood’.
Once we are at the studio, we work with the photographers to create the scene, often with pre-prepared textures and backdrops. We work with the food stylist and client on how to maximise the desirability of the dish, using little tips and tricks to make the photography as mouth-watering as possible. Once the shoot is underway, we will direct the photographer throughout and we usually find that through collaboration we surpass our original vision for the shots, as there’s always a bit of on-set magic that happens.
The great thing about digital photography tech is that the process is now so fluid: we can shoot and drop into our designs seamlessly, making fine adjustments as we go. This enables us to combine text and image to create unique layouts that are based around the bespoke photos. All of this can be done quickly, and with the client, making the sign-off process nice and easy.
People are using voice search to find information quicker than ever. We discuss how it fits in within your marketing plan as part of the users buying journey
27th June 2019 Read time 5 minutes
In this ever-increasing modern world of technology, it’s important to ensure that your social media platforms are making an impact. Learn more now.
19th June 2019 Read time 5 minutes
When's it best to pick up the phone or send a written email? M3 discuss the pros and cons of both, and how you should communicate with your clients today.
12th June 2019 Read time 5 minutes
Looking for ways to heat up your summer sales? From networking events to promotions & competitions, find out the best ways to target that ‘feel good vibe’.
31st May 2019 Read time 5 minutes
Account handlers play a vital role in client satisfaction. Learn some of the important elements you need to achieve to be an effective account handler now.
8th May 2019 Read time 3 minutes
In an age where computers are readily available - what did we do before them? Learn more about the revival of letterpress printing with help from our guide.
30th April 2019 Read time 5 minutes
What is a brand? People buy into brands because they believe in the organisation and what they stand for. Learn more on why brand is so important today.
18th April 2019 Read time 3 minutes
Creating a good relationship between client and creative agency is vital to the growth of your business. Learn M3's top tips for agency relationships today.
16th April 2019 Read time 5 minutes
Work-life balance is vital to any business – not only for your company, but for your clients, too. Find out tips on how to create a work-life balance now.
9th April 2019 Read time 3 minutes
From becoming an integral part of your marketing team to providing multiple services, learn why choosing a full-service agency can help your business today.
1st April 2019 Read time 3 minutes
Our creative team discuss how quality photography can impact your brand. Learn how we created high quality food photography for client, Marston’s, today.
22nd March 2019 Read time 5 minutes
From machine learning and automation, learn the key takeaways from Google’s Smart Solutions, as well as what impact this will have on our world of search.
18th March 2019 Read time 5 minutes
As content marketing is becoming increasingly more important, M3.Agency look into the 2019 content marketing trends you should watch out for this year.
6th March 2019 Read time 5 minutes
How do you choose the right video advertising for your marketing strategy? Discover more online today from our helpful blog.
26th February 2019 Read time 6 Minutes
A trio of new contract wins has delivered a £1.2m ‘travel’ boost to a leading West Midlands full-service advertising agency. M3, which has offices in Birmingham, Wolverhampton and Oxford Circus in London, has been appointed to support the expansion of Affordable Car Hire, Solos Holidays and Long Travel.
12th February 2019 Read time 5 Minutes
As we enter into 2019 with no clear indication of what Brexit looks like for the UK, many clients and are struggling to understand what impact Brexit is going to have on their business, and the sectors they operate in. I believe marketing teams have a huge role to play in planning and shaping the future of their businesses. There are many different factors that are currently affecting customer confidence and subsequent actions:
6th February 2019 Read time 5 Minutes
When it comes to local searches, businesses with physical locations have a strong advantage compared to online-only businesses. In fact, a study released by Google in November 2018 showed that 61% of shoppers would rather shop with brands that have a physical location than ones that are online only.
19th December 2018 Read time 5 Minutes
One of the leading personalities in the travel market has joined M3 as part of its ambitious plans to double accounts in this sector. The West Midlands full service advertising agency, which has offices in Birmingham, Oxford Circus in London and Wolverhampton, has appointed John Donnelly as Non-Executive Director to build on more than £1.5m of recent contract wins.
3rd December 2018 Read time 5 Minutes
It's that time of year again, no not Christmas (just yet) but the weekend that we all look forward to in the shopping calendar. Yes, I hear you scream Black Friday & Cyber Monday! Well, some of you will.... the rest of us will be turning off the TV & Laptop, hiding under the covers and avoiding making any crazy purchases - or is that just how I feel? I should highlight that statistically I am in the age group that is less likely to embrace the Black Friday phenomenon.
20th November 2018 Read time 6 Minutes
As someone who has recently joined M3, it was a little intimidating when discovering how much there is to learn in such a fast-paced and forward-thinking industry. It's very much a case of being a sponge and absorbing as much information as you can to learn as much as possible from others. It's also important to be taking the initiative and learning as much as you can by yourself.
2nd November 2018 Read time 3 Minutes
Ever since Joseph Nicéphore Niépce made the earliest known surviving photograph (View from the Window at Le Gras) made with a camera C.1826/7, photographers worldwide have strived to create the perfect image. It was only a matter of years later that the first fake, or manipulated images started to appear.
17th October 2018 Read time 5 Minutes
Regardless of the type of business you have, getting new customers can be fundamental to the overall success or failure of your company. The first step is to look inward and clearly identify your own USP’s (Unique Selling Points). A SWOT analysis can help you to identify your top strengths, weaknesses, opportunities and threats and it should have strong bearing on your business development plan. Knowing where opportunities sit and clearly focusing on them can help you to quickly accelerate towards achieving new business wins
10th October 2018 Read time 5 Minutes
A couple of months ago, I was fortunate enough to be asked to join the design jury at this year’s Kinsale Shark awards. Last week saw them reach their climax. It turned out to be one of the most informative, and inspirational weeks I’ve had. As well as a thoroughly beautiful location, it was brilliantly delivered.
4th October 2018 Read time 3 Minutes
Much is currently being made of the financial pressure in print media occurring at present – editors being made to re-apply for their own jobs, wide-spread redundancies across journalist and photographic roles, enforced pay cuts, and entire production departments being relocated across the other end of the country.
21st September 2018 Read time 2 Minutes
We all know that to be successful in business, it’s imperative to maintain a healthy competitive advantage in the marketplace. To do this well and improve sales and market share it’s crucial to know and understand your main competitors and their business strategies. Here are some key aspects to focus on, to help you keep ahead of your competition:
14th September 2018 Read time 2 Minutes
A few days ago Nike premiered their new brand ad. It got a few tongues wagging. The ad celebrates the 30th Anniversary of “Just Do It” and features former NHL player Colin Kaepernick who, in 2016, controversially decided to kneel during the American national anthem as a protest against police brutality and racism, which was met with great support but equally huge backlash, including a vehement speech from Donald Trump, who aped his time on ‘The Apprentice’ calling for him to be “Fired” for disrespecting the flag.
11th September 2018 Read time 4 Minutes
Social media is everywhere. If you’re not on it then where’ve you been the past 10 years? Close to half the world’s population (a touch over 3 billion people, up 13% year-on-year!) are on some form of social media. Your sister is on it, your dad, your nan and increasingly more common, so is your pooch. With these vast amounts of users out there, why are you finding it so hard to actually engage with your followers?
6th Septemeber 2018 Read time 5 Minutes
So, you’ve made the decision you need a new website, but where do you start? Your website is main point of contact with customers and can act as sales representative, education tool and, in some cases, is the first interaction a customer will have with your business – and we all know how important first impressions are! So, it’s vital its done right and portrays the right image for your business.
30th August 2018 Read time 3 Minutes
When you are faced with the minefield of choosing the right font when there are just so many to choose from, how do you choose? And why does it really matter anyway? A typeface can literally make or break a piece of design work, reflecting its own personality into the page.
22nd August 2018 Read time 5 Minutes
Nearly every advertiser would like to see their brand on TV, it looks great and increases brand awareness across a potentially huge audience. But what if you are a local advertiser who needs their marketing budget to cover multiple advertising formats and work just as hard
15th August 2018 Read time 3 Minutes
Just in case you live under a rock, on Mars, or in Glasgow, Rome or Amsterdam, this summer has been dominated by the FIFA World Cup in Russia. Daily office discussions have ranged from waistcoats to VAR, Mbappé to Modrić, predictor pigs
8th August 2018 Read time 4 Minutes
Can anyone be creative? Creativity is everywhere, you just need open your eyes and look for it. In today’s society we tend to walk around with our heads down, plugged into our digital devices.
1st August 2018 Read time 5 Minutes
User experience – or UX for short – is an integral part of the web design process. It encompasses a variety of factors, including usability, accessibility, performance and design. But the key word here is ‘experience’ – UX is all about how a person feels when they interact with a website.
25th July 2018 Read time 5 Minutes
One of the West Midlands’s leading digital marketing specialists has been appointed to lead the expansion of M3, with the aim of delivering £1m of new business.
12th July 2018 Read time 2 Minutes
All marketeers understand the importance of using highly targeted marketing to reach the right audiences online, particularly for conversion driving and there’s a range of measurable channels to choose from.
18th July 2018 Read time 2 Minutes
Tactical versus brand. It can seem like a struggle sometimes. In the blue corner: Hardworking tactical campaigns driving revenue and meeting immediate objectives. In the red corner: Big picture brand thinking about what you actually mean to your audience.
6th July 2018 Read time 2 Minutes
Defining any brand has its challenges. Defining your own - even more so. It’s as much about soul searching as strategic thinking. Especially when many of your colleagues and senior management have strong, long-standing emotional ties to the business you’re about to utterly redefine.
26th June 2018 Read time 2 Minutes
SearchLeeds is the biggest search marketing event in the North and we were thrilled to have the opportunity to see some of the best figures from the search community speaking about what we need to be aware of in our ever changing digital landscape.
18th June 2018 Read time 2 Minutes
This year saw the inauguration of the Birmingham Design Festival. The four day celebration of creative culture saw a series of workshops, seminars, exhibitions, demos and screenings...
15th June 2018 Read time 2 Minutes
A leading Wolverhampton-based full-service advertising agency is celebrating the launch of its new brand by sealing a hat-trick of client wins.
12th june 2018 Read time 2 Minutes
Our let’s do something launch day. You may have noticed that here at M3, we’ve got a new philosophy: Let’s do something. When we launched this new mantra to our team, we did something pretty special.
12th June 2018 Read time 1 Minute
How smaller agencies can make a big difference. It pays to be flexible. Just ask any gymnast or yoga instructor. And in the modern marketing world, the most agile agencies are not always the biggest.
25th May 2018 Read time 2 Minutes
We’ve put on our mittens and filled up a Thermos to create a new low temperature, high action campaign for West Midland Safari Park’s fantastic ICE AGE family attraction.
30th March 2018 Read time 30 Seconds
We love winning awards. But we also love it when our clients win them too. And we’ve got everything crossed that Solmar Villas will continue their award-winning streak at the 2018 British Travel Awards.
6th December 2017 Read time 30 Seconds
Making your customers spend more time with you. Your brand is amazing. You’ve got a great product. You offer amazing value. But unless you back that up with the right customer experience, your audience won’t give you a second look.
2nd May 2018 Read time 2 Minutes
Digital channels work. They’re the main way audiences get to know brands and find the ones they want to spend time (and money) with. But with a sweet, tempting pick ‘n’ mix of channels to choose from, which ones are right for your brand?
19th April 2018 Read time 3 Minutes
Co-op Energy do power with a difference. They asked us to promote their energy options, but to also show how customers help the community through the
24th November 2017 Read time 30 Seconds
The essentials for talking to your customers. First things first, there’s no magic formula. If any agency tells you there is, make sure there’s a fire extinguisher handy, because their pants will be going up in flames shortly afterwards.