Cristina de Balanzo and Jeff Bowerman Festival of NewMR 2017

Food for Thought. 
Cristina de Balanzo & Jeff Bowerman
Walnut 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 Bowerman

Festival of
#NewMR 2017
Let’s start with some tension.

Festival of
#NewMR 2017
Creatives don’t normally like
research.

Festival of
#NewMR 2017
However,
Creatives should like research that
means their ideas are bought by clients
and are effective with audiences.

Festival of
#NewMR 2017
Consumer neuroscience offers a
paradigm in which creatives, planners
and researchers work together to
achieve more effective (emotional) and
human communications

Festival of
#NewMR 2017
What can neuroscience
tell us about the science
of taste perception?

Festival of
#NewMR 2017
What did we do?

Festival of
#NewMR 2017
Some  
Golden Rules  
of Communicating
Taste

Festival of
#NewMR 2017
Make the food the star
Show 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.

Festival of
#NewMR 2017
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

Festival of
#NewMR 2017
Make it multi-sensory
Develop as many sensory
hooks as possible and utilise
them together to trigger as
many memories and
associations as possible

Festival of
#NewMR 2017
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.

Festival of
#NewMR 2017
Hollywood does not miss this trick either…

Festival of
#NewMR 2017
Show food in delicious
slow motion
Show it right down esp.
chocolate and creamy
textures

Festival of
#NewMR 2017
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

Festival of
#NewMR 2017
Show care and
attention
Use signs and signals that
communicate effort and skill

Festival of
#NewMR 2017
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.

Festival of
#NewMR 2017
Hero a moment of
bliss
Hitting the “bliss point” is
crucial to communicating
ﬂavour and should be the
pinnacle of the
communication

Festival of
#NewMR 2017
The science:  
Others’ enjoyment  
communicates taste
The “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.

Festival of
#NewMR 2017
But

Festival of
#NewMR 2017
is this enough to create
successful creative
communications?

Festival of
#NewMR 2017
The rules of
Communicating
Taste
Brand
personality
& DNA

Festival of
#NewMR 2017
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.

Festival of
#NewMR 2017
Your
Photo
Your
Photo
1. 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

Festival of
#NewMR 2017
Thank You!
Dr. Cristina de Balanzo
Main Nut –
crisbalanzo@walnutunlimited.com
@crisbalanzo
www.walnutunlimited.com
Jeff Bowerman
Creative Director –
JBowerman@tmwunlimited.com
www.tmwunlimited.com

Festival of
#NewMR 2017
Q & A
Jeff Bowerman
TMW Unlimited
Cristina de Balanzo
Walnut Unlimited
Betty Adamou
Research Through Gaming

Cristina de Balanzo and Jeff Bowerman Festival of NewMR 2017

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (11)

Similar to Cristina de Balanzo and Jeff Bowerman Festival of NewMR 2017

Similar to Cristina de Balanzo and Jeff Bowerman Festival of NewMR 2017 (20)

More from Ray Poynter

More from Ray Poynter (20)

Recently uploaded

Recently uploaded (20)

Cristina de Balanzo and Jeff Bowerman Festival of NewMR 2017