If you work in food-based product marketing, I bet you’ve experienced this before: staring at a campaign budget, wondering where to allocate the next chunk of spend, and deciding, almost out of habit, to pour it back into digital advertising. It’s familiar, it’s measurable, and it’s what everyone does. I mean, why not? It’s this generation’s status quo.
It’s time to ask the question we’ve all quietly been avoiding: Is it actually working?
The uncomfortable truth is this: most digital ad spend today ends in the positive side of the tech giants’ P&L. Your budget tumbles into an algorithmic black hole, and in return, you get a performance graph that is more mind numbing to interpret than the origional campain budget it was generated from, some click-through rates, and the hope that it might create some sensible engagement. Meanwhile, your product, a product that people are meant to experience and taste, never makes it anywhere near someone’s mouth.
“Experiential product moments are hugely valuable to us and what we do.”
And here’s the crucial thing about food: it can’t be appreciated through pixels. It needs to be experienced in person with charisma and character. You don’t fall in love with a product via a reel. You fall in love when you see its capability, taste its capability, delivered by someone who actually looks and sounds enthused about what they are doing.
That’s exactly why created experiences are not just a tactical alternative; they’re a strategic upgrade.
