cristina de balanzo and jeff bowerman festival of newmr 2017

Food for Thought.Cristina de Balanzo & Jeff BowermanWalnut Unlimited & TMW Unlimited

Festival of #NewMR 2017

Food for Thought How planners, creatives and researchers can work

together to create excellent, creative food advertising.

Dr. Cristina de Balanzo & Jeff BowermanWalnut Unlimited & TMW Unlimited



Let’s start with some tension.



Creatives don’t normally like research.



However,

Creatives should like research that means their ideas are bought by clients

and are effective with audiences.



Consumer neuroscience offers a paradigm in which creatives, planners

and researchers work together to achieve more effective (emotional) and

human communications



What can neuroscience tell us about the science

of taste perception?



What did we do?



Some Golden Rules

of Communicating Taste



Make the food the starShow the product about to be, or in the act of being, eaten and in bright contrasting colours and in

tight close ups and different angles. Deliver this when people

are most hungry.



The science: Displaying food•  Showing food has a dramatic impact

on brain activity. People eat more when exposed to images of food.

•  Showing food as close to

consumption as possible drives more neurological activity

•  Showing it when people are hungry is even more impactful

•  Bright colours and strong contrast stimulate people the most



Make it multi-sensoryDevelop as many sensory

hooks as possible and utilise them together to trigger as

many memories and associations as possible



The science: Multi-sensory experience•  Loud noises, e.g. plane, can

dim taste of food.•  Changing the sound

experience alters liking, e.g. Crisp experiment.

•  Feeling a rough object while eating makes the food taste saltier.

•  Holding smooth textures makes it taste sweeter.



Hollywood does not miss this trick either…



Show food in delicious slow motion

Show it right down esp. chocolate and creamy

textures



The science: Fats in motion

The brain is predisposed to disproportionately react to high calorie foods.

Fats in motion have the highest impact on favourability



Show care and attention

Use signs and signals that communicate effort and skill



The science: Effort and skill

The Latte Art experiment: an example of how you can influence people’s expectations about product’s value

When consumers believe that a product has had more effort and skill involved in its creation: they like it more and are willing to pay more for it.



Hero a moment of bliss

Hitting the “bliss point” is crucial to communicating flavour and should be the

pinnacle of the communication



The science: Others’ enjoyment communicates tasteThe “bliss point” is crucial to experiencing taste and flavour.

Draws on the “Promised Land” effect of exaggerated claims that trigger the reward areas of the brain.



But



is this enough to create successful creative communications?



The rules ofCommunicating

Taste

Brand personality

& DNA



To create communications that stand out we need to find the ‘sweet spot’

Ideas that utilise the rules, but do so in a way that is ownable for the brand.



YourPhotoYour

Photo1. Neuroscience can be an opener for a more intuitive communications

2. An opportunity for creatives and researchers working together

3. Real point of difference in agency offering

4. Science based insights that seduce the client

5. Great jumping off point for creative exploration



Thank You!Dr. Cristina de Balanzo

Main Nut – [email protected]

@crisbalanzowww.walnutunlimited.com

Jeff Bowerman Creative Director –

[email protected]



Q & A

Jeff BowermanTMW Unlimited

Cristina de BalanzoWalnut Unlimited

Betty AdamouResearch Through Gaming

cristina de balanzo and jeff bowerman festival of newmr 2017

Education