I’ve said this before but I’ll say it again. Big brands shouldn’t use massive food shots because it invites comparison at the product, not brand level, and private label can easily make a great food shot too.
So Maggi should have a simple design with a confidently-placed, neither too big nor too small brand logo, some nice typography, a warm background drift, and that’s it. Then again for anyone thinking about what to make for dinner tonight, these mouthwatering shots provide the answer, and I don’t think I’d want to burst that bubble by not buying the presentation guide that this pack provides.
Takeout: Damn, another rule broken!
Just compare the actual Big Mac with the picture showing above the counter.
There it even looks like a totally different product.
In other words: “i agree”
Hi Paul,
That’s a good point about the level of over-promising on packaging and menus; as consumers we are used to this to some extent, and most of us would actually reject totally honest ‘what’s in the tin’ food shots.
The Maggi pack can’t really be accused of over-claiming because only the potato comes out of the box, and you really could make it look like that, I assume.
My point in this post is that brands shouldn’t rely on nice food shots, but it’s hard to criticise this pack when it’s so appetising. I’m tempted to buy it just for the box, then use real potatoes!