Why Food Is the Hottest Marketing Trend of 2025 — And Why Your Brand Should Pay Attention

If you’ve been watching the campaigns rolling out in 2025, you’ve probably noticed something: food is everywhere. From luxury brands to indie creatives, marketing campaigns are serving up visuals that look good enough to eat — quite literally.

And as a marketer who’s obsessed with understanding what makes people connect with content, I had to ask:
Why is food having such a big moment in brand campaigns right now?
What’s behind the shift? And more importantly — should you be jumping on this trend?

Let’s break it down.

As Predicted Comfort Content Is Ruling 2025…

Back in late 2024, many of us in the creative space predicted a sharp rise in “comfort content.” This is content that feels familiar, warm, nostalgic — the kind that makes people pause mid-scroll because it feels like something they know. Something they’ve lived. Something they crave.

Food, more than almost anything else, taps into that.

It’s multi-sensory. It’s emotional. And it holds powerful associations — family dinners, cultural traditions, late-night snacks, birthday cakes, road trip pit stops.
Whether it’s the scent of freshly baked bread or the crunch of a perfect onion ring, food content has the ability to transport people. It’s relatable, beautiful, indulgent — and completely universal.

The High-Low Visual Play

Now, we’re not just talking about highly stylized tables dripping in luxury. One of the most talked-about campaigns of the year? A Dior watch nestled into a pile of crispy onion rings.

It was unexpected. It was cheeky. And it worked.

That campaign hit the sweet spot between elegance and edge. It was bold enough to be memorable, but rooted in something everyone recognizes — comfort food. This kind of juxtaposition is what makes a visual stick.

Food Speaks Across Cultures

One of the most powerful things about using food in your visual storytelling is that it transcends language, borders, and demographics.

Every culture on this planet has a relationship with food. From rituals to recipes, food is how we celebrate, grieve, gather, and connect. So when brands use it thoughtfully, they’re tapping into something primal and inclusive.

That’s not just trendy. That’s timeless.

It’s All About the Eye Candy

As Britt and I often say: strong visuals sell. Period.

In a world dominated by short-form video and thumb-stopping photos, your brand has seconds to make an impact. And food — with all its texture, color, symmetry, and delicious detail — delivers.

Photographers and creatives around the world are using this trend not just for aesthetic value, but for strategic storytelling. Food makes a scene feel real. Lived in. Approachable.
It holds attention. It sparks emotion. And it gives your audience something to feel — not just something to look at.

Inner Foodie Ready To Build Your Own Campaign?

Could we talk about this trend for hours? Absolutely. But let’s cut to the chase:

If you’re a brand looking to build a campaign that resonates — food might just be your secret weapon.

Whether it’s hero shots of your product alongside rich, textural bites, or a full-blown concept that incorporates food as the emotional anchor — we can help you make it unforgettable.

Social People is working with brands across North America and currently booking campaign shoots for August 2025 and beyond. Want in?

Let’s dream something delicious together.
[Contact us here] or slide into our DMs — we’re ready when you are.