Ad agency Karmarama has redefined the meaning of a famous 1914 British recruitment poster, Lord Kitchener’s “Your Country Needs You,” to an advertisement to promote Colman’s mustard. The ad will run in men’s magazines to entice men to slop some Colman’s mustard on their meat—so to speak.
After viewing this ad, you won’t be asking "Where’s the beef," since ‘Lord Kitchener’ was crafted by a food stylist into a portrait using 16 types of meat that took over 18 hours to cook.
What I find ironic, is the food Crafter’s name—Peta O’Brian, since we know his meaty version of Lord Kitchener will never be a poster child of PETA.
Key Themes Behind This Trend
- Meat-based Advertising
- Opportunity for brands to create unique and attention-grabbing advertisements by using meat as a visual element.
- Creative Food Styling
- Potential for innovative food stylists to push boundaries and transform ordinary ingredients into stunning works of art.
- Unconventional Marketing Strategies
- New avenues for companies to explore in order to capture the attention of specific target audiences, such as using food-related visuals in men's lifestyle magazines.
Where This Applies
- Advertising
- Disruptive innovation opportunities for agencies to find unconventional ways to promote products and grab consumers' attention.
- Food Styling
- Potential for food stylists to experiment with unique techniques and materials to create visually stunning food displays and art pieces.
- Publishing
- New possibilities for publishers to explore creative and eye-catching advertisements in niche magazines that specifically target a particular audience.
