The Changing Landscape of Food Advertising and Marketing: A Wake-Up Call for Food Creatives

This resonates deeply with the concerns I’ve observed, which led me to start Phoode—a platform designed to help food photographers, stylists, and other food-focused creative pros and hobbyists navigate this new landscape by connecting them with brands and equipping them with tools to thrive.

I launched Phoode after witnessing a dramatic shift in the creative industry and the way clients are procuring creative work. When I first started working in the world of food advertising, food photographers, stylists, directors, and cinematographers were seen as untouchable and powerful as gods, commanding high fees—like the $5,000 a food stylist might earn on a commercial set for a legacy brand, while I, as a photographer, could charge $10,000-20,000 a day. But then the internet, and particularly social media, changed everything. I began receiving inquiries from brands looking for specific content, like a quick Instagram post of a new drink or basic video of a nutritionist promoting a healthy product. Often, they lacked a budget, or they needed skills I didn’t have, like short-form video. I’d spend hours researching and drafting ideas, only to discover they had no budget because it was “just for social media.” Meanwhile, clients with big budgets were reaching out to the wrong people, who lacked the skills they needed. Traditional still reps tried to fill the void, but their rosters were limited to a few “overpriced” talents. That’s when I realized there was a huge problem—and Phoode is my solution to fix it.

The Market Breakdown: A New Reality for Food Creatives

The food photography industry is no longer the exclusive domain of high-fee professionals and tabletop TVC directors. Influential reps may still secure high-profile jobs for some, but the broader trend is clear: brands are prioritizing value and speed over creative and artistic prestige and balloned costs of content that doesn’t sell the product. The days when food photographers could charge premium rates for a single, perfect shot are fading. As @asksternrep points out:

“Photographers who can deliver a large volume of content per day are getting the jobs.”

This shift isn’t temporary—it’s a fundamental change driven by technology and evolving advertising models and channels. A 2024 study found that 70% of food brands now allocate over half their marketing budget to social media content, up from 30% in 2020. For example, brands like Coca-Cola have moved from glossy TV ads to geo-targeted social media campaigns featuring influencers sipping their drinks, leaving traditional food creatives scrambling to adapt.

Technology, even beyond AI, is streamlining processes that once required significant expertise. Think of food photographers who had to master the darkroom or stylists who spent hours perfecting a dish or food product for a single shoot. This changed forever with digital cameras, intuitive software, and AI—along with powerful smartphones that anyone can use. AI is pushing it further: editing and retouching can now be automated in many instances, reducing the need for specialized skills. The style of food advertising has also shifted, favoring fast-paced, affordable UGC, like a quick Instagram Reel of a messy burger being assembled, over high-end, artsy productions with meticulous attention to every detail. Brands are pushing for more output in less time, more authenticity than unrealistic overproduced looks, and food creatives who can’t adapt risk being left behind.

Being Findable: The New Key to Success

One of the most critical points raised by @asksternrep is the importance of being “findable.” In the past, food creatives relied on established networks and reps to secure work. Today, visibility is king. Talent acquisition has become dispersed across browser searches, AI tools, digital marketplaces, and social media. Brands aren’t just looking for food photographers but many different types of digital creators who can deliver high-value work quickly—think a full day’s worth of social media content in a single shoot. They’re also seeking fresh styles, ideas, and raw, authentic looks of a home cook’s kitchen, which resonates with the average consumer more than overstyled, unrelatable commercial sets. Who would have thought 10 years ago that a casual influencer, like a mom sharing her recipes on TikTok, would outperform expensive TV commercials featuring celebrity chefs or movie stars? Those who cling to the old model—charging exorbitant fees without adapting to new trends in food marketing and advertising—are struggling to stay relevant.

This trend isn’t going away. As brands become more demanding and selective, the need for fast, affordable content will only intensify. It’s tough to admit, but food creatives must recognize that their value often lies not in their artistic uniqueness or “cool” visionary ideas but in their ability to meet these evolving demands efficiently. Phoode steps in as a game-changer, ensuring that every type of creative—whether you’re a photographer, stylist, or videographer—becomes findable to brands seeking exactly what you offer, from a quick social media shoot to a high-end campaign for a luxury food brand like Godiva, where there’s still a place for that perfect, glossy shot or a 30-second TV commercial spot. Phoode’s curated platform connects you directly with brands that match your skills and style, ensuring you’re always positioned to seize the right opportunities. Beyond connections, Phoode fosters a thriving community where food creatives can collaborate, share strategies, and learn from one another—like joining forces with a stylist for a cohesive campaign or attending workshops to master high-volume shoots. With Phoode, you’re not just adapting to the shift—you’re thriving, balancing efficiency with artistry in a market that demands both.

The Role of Technology and AI in Redefining Food Creativity

Technology is both a challenge and an opportunity. AI tools are streamlining workflows, making tasks that once took hours—like editing a food photo to perfection—achievable in minutes. But there’s more to AI than just efficiency. Its real magic lies in its ability to amplify your creativity to cosmic levels. Imagine using AI to mock up a surreal food scene—like a dessert floating in space—to pitch to a brand, showing them you can think outside the box while delivering on their budget. Phoode’s search helps brands create these wild ideas in minutes, giving creatives an edge in pitches. This doesn’t mean food creatives are obsolete—there will always be a need for high-end, specialized work—but the bulk of demand is shifting toward scalable, cost-effective solutions. Brands are looking for deals, not perfection, and they’re finding value in technology-driven processes that reduce costs and speed up delivery. If you can’t create what they need, they will resort to AI-generated imagery, and seriously consider that, they won’t even worry about not being able to license it.

Adapting to Thrive: A Call to Action

The message is clear: adapt and thrive. Food creatives must focus on being findable, delivering high-value work quickly, and embracing technology to stay competitive in food advertising. This doesn’t mean abandoning your artistry—your unique style is what sets you apart—but the market is moving toward efficiency and affordability, and we need to meet it there. The days of relying on inaccurate, random browser searches to find opportunities are fading, replaced by platforms like Phoode that connect you directly with the right brands.

For food photographers, this might mean learning to produce more content per shoot, as @asksternrep suggests, or using Phoode’s community resources to streamline your workflow. For stylists and other creatives, it’s about redefining what value means in today’s food marketing landscape. I know it feels like brands are turning you into a content machine, but with Phoode, you can find a balance—delivering what brands need while infusing your signature style into every shot.

The food photography market is evolving, and those who can’t keep up risk obsolescence. But this is also an opportunity to shine. Join the Phoode community to connect with other food creatives navigating this shift—share your wins, learn new tricks, and stay ahead of the curve together. Let’s make this a movement and build a sustainable future in this ever-changing landscape.