Trust Me, I'm a Sandwich

Trust matters in food advertising, but trust is a complex issue, John Crowther, Banks Hoggins O'Shea FCB, demonstrates

Tell me what you eat and I will tell you who you are.

As Brillat-Savarin observed 175 years ago, food is about much more than simply sustenance. Food defines not just health literally who we are and will become but, as famine recedes from folk memory, how we see ourselves and how the world sees us. Food has become the ultimate statement of being.

As food has become so defining, our need to trust food and food brands has become more complex. From basic concerns about bodily health (If I eat this will it make me ill?) to longer-term concerns (If I eat this now, what will it do to me in ten years time?), consumers need to trust food has broadened and deepened to include concerns about personal expression and ethics (vegetarianism, the rise of organics), social expression and conformity (try buying a roasting joint with an ad-equate supply of fat from a supermarket) and simple food safety.