# Deceptive Luxury Ads Greater Chicago Food Depository Campaign By Ayman | Published 2008-11-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/greater-chicago-food-depository-luxury-ads References: [coloribus](http://www.coloribus.com/paedia/tags/food_shouldnt_feel_like_a_luxury/) & [every1can.org](http://every1can.org/) What looks like an ad for an expensive and luxurious product is actually a call for help by the [Greater Chicago Food Depository](https://www.trendhunter.com/trends/greater-knead). Created by the ever talented Leo Burnett ad agency, Chicago, the disguised ads made a point by showing basic food items such as soup, groceries, broccoli and a peanut-butter & jam sandwich being advertised as if it was the hottest new bag from [LV](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign) or [Prada](https://www.trendhunter.com/trends/prada-paradigme-le-parfum). The ads then inform the viewers that, “Food shouldn’t feel like a luxury” and proceed to ask for a donation to their foundation. The ads were photographed by Liz Von Hoene with art direction by Stephanie Simpson and copy by Dave Derrick. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 50% | Activity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Deceptive Nonprofit Ads:** Nonprofit organizations are taking a cue from Leo Burnett and using deceptive advertising to garner attention for their cause. - **Luxury Parody Ads:** The trend of luxury parody ads has grown in popularity as brands seek to create buzz and stand out in a crowded market. - **Socially Conscious Advertising:** Brands are adopting a more socially conscious approach to advertising, using their platform to raise awareness for important issues and causes. ### Sectors Adopting This - **Advertising:** The advertising industry has an opportunity to use their creative skills to make an impact and create ads that raise awareness for important issues. - **Nonprofit:** Nonprofit organizations can use the power of deceptive advertising to grab people's attention and raise funds for their cause. - **Luxury:** Luxury brands have an opportunity to create parody ads that poke fun at their own industry and use their platform to raise awareness for important issues. ## Related on Trend Hunter - [Unusual Food Waste Campaigns](https://www.trendhunter.com/trends/food-waste-campaigns.md) - [Food-Inspired Street Art](https://www.trendhunter.com/trends/dish-pics.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Fruit Waste Ink Posters](https://www.trendhunter.com/trends/fruit-waste-ink.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Leftover Sandwich Campaigns](https://www.trendhunter.com/trends/between-2-slices.md) - [Unconventional Health Food Ads](https://www.trendhunter.com/trends/rxbar-ad.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Fake Ketchup Campaigns](https://www.trendhunter.com/trends/heinz-campaign.md)