Strategic Photography for Food and Bev Brands

The consumer packaged goods (CPG) space is a tough market. Big brands with tons of funding get the most attention, and smaller brands might feel like they’re getting lost in the noise. It’s tough out there, and as someone who has worked on both the brand side and with dozens of CPG clients, I get it.

But don’t lose hope! With all of my experience, I’ve learned a few tricks to making the most out of a few photos to level up your brand’s digital presence. The right approach to photography and how you invest your money in creative can give you a huge leg up. In this guide, we'll explore effective strategies for photo shoots—like what photos you need, how to make your photos stand out, and more.

How can I hire a photographer who understands what I need?

This is going to sound biased, but here’s my advice: take the time to find a photographer who cares about you and your brand. Invest in photographers who understand your brand's story and the start-up environment. Photographers like me can capture the essence of your products in a much more compelling way that will resonate more with consumers. Plus, we’ll be your biggest cheerleaders afterwards, from sharing the photos on our own socials to buying product to shouting your praise to the rooftops!

How many photos do I need for a photo shoot?

This is the first question most brands ask when they’re planning out their shoot. While big brands can hire photographers, stylists, and art directors to crank out photo shoots the moment they need them, smaller businesses have to be smart with the way you invest your resources. Of course, we would all love to have as many high-quality images on hand as possible to create a positive impression and build trust with consumers. But the reality is that most brands can’t afford to produce photo shoots at the drop of a hat. I always tell brands to wait until they have enough photo requests to make hiring a photographer worthwhile. When it’s time for you to invest in photography, I recommend coming to the photographer with a list of must haves and nice to haves. Don’t be afraid to be open about your budget, too! If they don’t work in the range you’re comfortable with, they can often recommend someone who does or tell you how to pare down the shot list to better fit their minimums.

How can you tell your brand’s unique story through photography?

Big brands often have established narratives and teams of people creating marketing gimmicks for them, but smaller businesses have the advantage of authenticity. Use this to your advantage in your content strategy! Ask your photographer for help in brainstorming ways to tell your unique story, whether it's the passion behind your recipes, the craftsmanship involved, or the local sourcing of your ingredients. Authentic storytelling resonates with consumers, helping you build a loyal customer base and return buyers. Cha-ching!

Why is having a food stylist important for a food brand photo shoot?

We’ve all heard it a million times before: our eyes eat first! If you’re a brand that is focused on prepared food or food ingredients, think about hiring a food stylist for your photo shoot. Since you’re investing in assets, make sure that they’re mouthwatering photos that showcase your products in the most appetizing way possible. Professionally styled food can elevate the perceived value of your products and be a great reason for customers to choose your products over those of larger competitors! Pst…can’t afford to hire a food stylist? Find a photographer like me who is comfortable styling and get the best bang for your buck!

How can I leverage photos across platforms?

Big brands might have massive marketing budgets and seemingly unlimited assets, but smaller CPG businesses can be smart about how they use their photos to show up just as much. Talk to your photographer to make sure you understand the usage rights of the photography you’re commissioning. Ask where you can use the photos and for how long—don’t get caught owing money to them down the line for usage you didn’t expect. When you’re planning your photo shoot, tell your photographer where you plan to use these images so they can optimize your photography for these uses, ensuring that images are high resolution and optimized for quick loading. Think about crops, how to use photos in multiple places, and ways to re-purpose content to get the biggest bang for your buck.

What is the balance of professional photography and user generated content (UGC) for food brands?

I always tell my clients to think about your customers as a potential source of content. After all, many loyal customers are already cheerleaders online and beyond, so go a step further and encourage your customers to share images of your products on social media and tag your brand. User-generated content not only provides authentic visuals that you can reuse (with permission!) but also amplifies your reach. To encourage consumers even more, you can run contests or promotions that incentivize customers to share their experiences through photography. I always tell clients that you shouldn’t have a whole feed made from UGC, though. Balance it out by mixing it with behind-the-scenes looks into your everyday and professional photography.

How can I create a consistent brand identity on social media?

Consistency is so important for helping build brand strength. Share any branding or visual guidelines you have with our photographer to ensure that your photography style, color palette, and overall aesthetic shine in the photos they create and remain consistent across all channels, from your website and social media profiles to packaging and marketing materials. The best compliment I can get as a photographer is “I knew that was your photo without even looking!” Take that ethos into everything you put out into the world from your brand.

How can I make sure my brand is staying on top of social media trends in photography?

Keep an eye on industry trends, consumer preferences, and the strategies of your competitors. Scroll through your own social channels once a week and note what brands and founders you admire are doing well. One last thing: don’t be afraid to experiment with new ideas and see how they work! After all, nobody knows your business better than you.

Conclusion

Competing with big brands in the food and beverage industry can seem impossible, but hiring a photographer who understands these challenges and is willing to help you through them is half the battle. By focusing on quality, authenticity, and a strong visual narrative, you can create a memorable and compelling brand identity that resonates with consumers. Good luck!