Within the ads in this morning’s paper was a glossy ad for a national sub sandwich chain.
It is a given that the food presented in TV commercials and in print ads rarely if ever matches the true presentation you get in-store.
I’ve written about this before. But, c’mon… Honestly with this one?!
Has there ever been a time – other for than this “food hero” photo – that someone at this (or any sub shop) invested the time to weave the sliced meat back-and-forth like gift ribbon?
Trust me, if any frontline employee even tried to get close to a presentation like this, they would blow the labor figures and speed of service goals.
Secrets To Food Styling
By no means complete… Here are a few examples of how food is actually prepared for our ads:
- Diluted Elmer’s white glue is used as cereal milk.
- “Cake comb” used to add texture back onto a piece of cut cake.
- Dishsoap bubbles on top of a cup of coffee make coffee appear fresh brewed.
And here is one method to prep a hamburger for a photoshoot…
- Fry the hamburger for 20 seconds on each side.
- Use red-hot skewers pressed against the meat to give it that “grilled” look.
- Paint the hamburger with food colouring to give it that plump, brown, juicy appearance.
- Pick the best out of hundreds of hamburger buns (strategically gluing on extra sesame seeds if necessary).
- Line the buns with cardboard so that they don’t get soggy.
- Snip and spread the burger from behind so that it looks bigger in the bun.
- Select only the most perfect condiments and securing them in place with toothpicks.
- Secure the top of the bun to the hamburger with toothpicks.
- The finishing touch… artificial ‘steam’ placed behind the food to give it that ‘fresh from the oven’ appearance.
(Source: Food For Thought: Making Food Look Good)