How to Use Food and Drink Video Production to Promote Your Brand

Online video content has become one of the most popular and widely consumed forms of media and has taken over the marketing world. With video content shared more than ever before, it’s important for businesses to invest in professional production, and food and drink brands are no exception. Whether it's the latest protein bar or a silky-smooth beverage for cocktail-lovers, having a great product is only half the battle. The real challenge is capturing your audience's attention in a way that sticks.

But how exactly can producing food and drink content help promote your brand? And how do you stand out in a crowded market? In this article, we’ll dive into why video production is an essential ingredient in the recipe for marketing success and how it can help your brand thrive.

Different types of food and drink content

• Behind-the-scenes: Ever wondered how your favourite dish is prepared? Behind-the-scenes videos offer your viewers a glimpse into the production process or reveal the story behind your brand. This builds trust and creates a sense of loyalty, making your target audience feel more connected to you.
• Live-streaming events: Streaming a cooking class or product launch engages viewers in real-time, lets them ask questions, share their thoughts and feel part of the experience.
• Product showcases: Demonstration videos are the perfect way to highlight your products' best features and unique selling point - whether it’s the ingredients, flavour profiles or presentation. With high-quality camerawork, lighting and food styling, these videos turn your product into a visual delight that’s hard to resist.
• Promotional videos for restaurants or cafés: These videos perfectly capture the atmosphere and experience of your establishment through professionally filmed content. They show off the ambiance, energy and uniqueness of a space to give your viewers a taste of what they can expect.
• Recipes and tutorials: Recipe videos are incredibly popular, as they not only teach viewers how to make something delicious, but they make it look easy and fun in the process. People love learning new recipes, cooking techniques or how to mix cocktails online. Brands that produce this type of content aren’t just selling food; they’re offering an experience. Check out our work for Harvester, where we showcase six tasty sauces through simple, easy-to-follow recipes.

Tips for effective food and drink video production 

Coming up with a winning strategy takes more than just a camera and a hungry audience. Here are some important tips to make sure your content hits the spot:

1.    Define your goals

What do you want to achieve with your video? Do you want to launch a new product, showcase your brand story or increase online sales? Having clear goals will guide the direction and content of your video. 

2.    Know your audience

Before you start filming, take the time to really understand who you’re speaking to. Who are you trying to reach, and what are their needs, interests and preferred platforms? Tailoring your content for a specific audience, whether that’s health-conscious individuals, food lovers or families, helps ensure it resonates on a deeper level.

3.    Understand the power of storytelling

Visual storytelling is one of the most effective ways to capture and hold your audience’s attention, and food and drink videos, in particular, have the unique ability to engage our senses. Just imagine the feeling of watching a gooey chocolate cake being sliced, or the refreshing fizz of a cold drink being poured on a hot summer day. Shots like this not only stimulate your taste buds; they create an emotional connection that stirs feelings of nostalgia, excitement and comfort, helping viewers associate those positive emotions with your brand.

But don’t just show, tell! Food and beverage are deeply ingrained in our daily lives, and every dish and drink has a story of its own – from where its ingredients come from, to how it’s made and the cultural significance behind it. Video production allows you to tell these stories in a way that resonates, showcasing the passion behind your brand and the unique experience you offer.

4.    Focus on quality visuals and sound

People connect best with content that looks and sounds good, so investing in quality equipment and editing software is essential. No matter how great your product is, if it’s poorly shot or the audio quality is low, it will detract from your message and cause viewers to lose interest quickly. Make sure each shot and sound element reinforces, rather than distracts from what you’re trying to convey. To have your content stand out even more, consider working with a skilled food stylist; our team at Gaff Studio will be happy to provide you with one to add that professional touch.

5.    Tell a cohesive brand story

Consistency is key to building a recognisable and trustworthy brand identity long-term that resonates with your desired audience. Your video content should therefore reflect your brand’s core message and story.

6.    Incorporate influencers into your strategy

Partnering with influencers, entertainers or professional chefs, who align with your brand, can significantly boost your content's reach, credibility and engagement. By introducing your products to their audience, they automatically generate buzz for you and drive traffic to your website and social pages.

Have a look at our recent project with Hello Fresh, featuring Big Zuu and his friends, which targeted students and encouraged them to cook easy meals using the Hello Fresh range. Collaborations like this help your brand stand out and reach new customers. When working with influencers, it’s important to make sure that their audience matches your target market and to offer a partnership that benefits both sides, whether through compensation, free products or co-created content.

7.    Optimise for visibility and analyse your results

To boost your brand’s reach, use relevant keywords in your video titles, descriptions and hashtags and include clear calls to action. It’s equally important to keep an eye on your video's performance and rely on data-driven insights to understand what connects with your audience and to fine-tune your overall strategy.

How long should food and drink video content be?

For promotional, short-form videos for platforms like Instagram and TikTok, we recommend aiming for videos between 15 and 60 seconds. Longer content, such as recipe tutorials or behind-the-scenes footage, can range anywhere from 3 to 15 minutes.

The benefits of food and drink content for brands

Building brand awareness

The more eyes you get on your content, the more people will discover your brand. Well-made videos, especially those that go viral, can increase your reach dramatically. From short-form social media clips to in-depth product demos, video content is versatile enough to be adapted to any platform. Whether you're a restaurant, drinks company or food product brand, showcasing your offerings through beautifully shot visuals will help your business stand out from competitors.

Some of the most successful brands have leveraged video content to increase visibility and sales. Take Tasty, a BuzzFeed brand, for instance, which has become a household name thanks to their viral, easy-to-follow recipes on their YouTube channel. What started as a Facebook-exclusive page has become one of the company’s main revenue sources with studios in cities around the globe, its own app and a diverse product line that includes cookbooks, cookware and kitchen gadgets.

Boosting customer engagement

Food and drink are universally relatable, and people are naturally drawn to videos showing delicious dishes, refreshing drinks and creative recipes. By tapping into this appeal, your brand can create content that resonates on a personal level. Dynamic shots, good sound and an engaging narrative hold attention far longer than text alone. It’s the difference between someone scrolling past your post and getting sucked into your brand’s world. Videos are highly shareable, and the more engaging your content, the more likely viewers will comment, like and share with family and friends and encourage them to return for more.

Showcasing your brand’s personality and values

Video content allows you to go beyond showcasing your product - it's a chance to communicate your brand’s personality, core values and culture. Whether your focus is on sustainability, creativity or community, video gives you the freedom to express what matters most to you. This not only makes your brand seem more authentic to viewers, but also creates an emotional connection.

Driving sales

A picture is worth a thousand words, but videos are worth even more. They bring your product to life, give it credibility and compel your viewers to take action. When potential customers see tasty looking dishes, products or refreshing drinks in action, they’re much more likely to make a purchase from you.

What are the best social media platforms for sharing food and drink videos?

Different platforms make it easy for users to share and engage with you, and help your brand reach a broader audience. Specifically, YouTube, Instagram and TikTok are ideal platforms for food and drink content because of their strong focus on visuals. Facebook is great for community engagement, while Pinterest can drive traffic to recipe-based content. Each platform has its own algorithm that determines what content is shown to users so be mindful of factors like video length, engagement rates and the timing of your post.

Ready to take your brand to the next level? We specialise in producing mouthwatering content that brings your brand to life. Whether you're launching a product or trying to reach a new audience, our expert team works closely with you from the initial planning stage right through to post-production.

Get in touch today. Call us on 020 7046 0470 or email us at hello@gaffstudio.com to kick off your next project.