This Culinary Institute of America Campaign is Filled with Appetizing Copy
Leslie Chen — August 21, 2013 — Marketing
References: ciachef.edu & adsoftheworld
Sometimes you just want to celebrate your love of food and be a bit pretentious while doing so, and this campaign for the Culinary Institute of America lets you know that it’s ok if you do.
Created by the Miami Ad School, the campaign features classic one-liners but then adds a culinary twist to them. Instead of saying “when life gives you lemons, make lemonade,” the ad reads “when life gives you lemons, make lemon zest ricotta creme.” Targeted towards those who consider themselves true foodies, the campaign invites people to study the art of cuisine with the copy “Food is Life. Come live it.”
If you’ve ever looked at food and seen it as a piece of art, this Culinary Institute of America campaign may just be what you’ve been searching for.
Created by the Miami Ad School, the campaign features classic one-liners but then adds a culinary twist to them. Instead of saying “when life gives you lemons, make lemonade,” the ad reads “when life gives you lemons, make lemon zest ricotta creme.” Targeted towards those who consider themselves true foodies, the campaign invites people to study the art of cuisine with the copy “Food is Life. Come live it.”
If you’ve ever looked at food and seen it as a piece of art, this Culinary Institute of America campaign may just be what you’ve been searching for.
Trend Themes
1. Culinary Education - The popularity of food-related campaigns presents a disruptive innovation opportunity for Culinary Schools to market their brand in a unique way.
2. Food Culture - The trend in romanticizing cuisine presents a disruptive innovation opportunity for Companies seeking to create food and drink products that appeal to foodies.
3. Food Marketing - The rise in foodie culture presents a disruptive innovation opportunity for Marketing Companies to design clever campaigns that resonate with this demographic.
Industry Implications
1. Education - The Culinary Institute of America's use of clever one-liners presents a chance for other Education institutions to incorporate creativity into their advertising.
2. Food and Beverage - The trend in elevating food to an art form presents a disruptive innovation opportunity for Food and Beverage companies to market their products to foodies.
3. Advertising and Marketing - The success of this foodie campaign presents a disruptive innovation opportunity for Advertising and Marketing companies to pitch creative campaign ideas that resonate with this demographic.
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