RooM Trend Reports come freshly produced on a weekly basis: they focus
on the big issues that help define our creative and visual futures.
Our specially tailored Reports cover subjects from business and advertising, to entertainment and the arts and
much more. From the thought provoking to the downright bizarre our researchers will find it, package it and post
it for free – if it’s trending of course.
Each week day, starting Monday, we post through our social media channels, daily teasers on that week’s Trend
Report, then on Friday we package up the whole Report and post it here along with a very useful summary and a
handy downloadable PDF. Enjoy.
23
AUG
2013
Food Outdoors
Eating outdoors, barbecues and picnics is nothing new, but over the past 2 or 3 years advertising has focused on the connection between dining outdoors and family and friendship. The range of dining outdoors featured in ads goes from large family groups in vast backyards, couples on a roof terrace to macro shots and details of food.
Retail brands are pushing the simplicity of their ready to eat food with ads showing families enjoying the outdoors despite the weather.
TV cookery shows are reporting the rising trend in street food and artisan markets. Cultural and local food and produce is still a big push in advertising, as is the rise in home cooking. This week we look at 5 ads getting the most out of the connection between food, people and the great outdoors.
Kingsford Charcoal
Credits: DDB, San Francisco, USA and Kingsford
As with many of the ads featured, the food and cooking are only part of the story. In this Kingsford ad the focus is very much on slowing down and taking time to savor the important moments in life.
The ad intercuts between wide shots of people playing in a garden, observed shots of laughter, to macro shots of the charcoal, flames, food cooking and drink cans being opened.
All the icons of summer are here, a father swinging his kid by the arms, watering the lawn to playing lawn games.
The grilling and product itself comes right at the end, the big message is people connecting and enjoying the simple pleasures in life
Visit Site: AdsOfTheWorld.com/Kingsford
ESPN and Kingsford
Credits: Alma DDB, San Francisco, USA and Kingsford
In another ad from Kingsford Charcoal, they specifically targeted the Hispanic market and sports fans during the soccer world cup. This TV campaign focuses on family coming together, but makes more of the cultural food and makes use of color. The sports element supports the idea of people coming together to celebrate
The most notable element of the ad is the use of eye-catching color. There is richness and diversity to the choice of colors, from the opening shot of the food on the grill to the clothing the party guests wear, to the objects like cups and plates
The color supports the energy and excitement of the people
See the Video: ESPN and Kingsford
Marks and Spencer – Make Today Delicious.
Marks and Spencer’s UK Barbecue and Picnic ads focus on details and simple pleasures.
Agency RKCR/Y&R for Marks and Spencer
'BBQ' features a couple barbecuing a range of foods that are diverse, and not typically on the average menu. The ad intercuts between close-ups of mouth-watering food grilling, to a woman sampling food and probably most importantly details of contact between the couple like the woman placing her hand on the man's waist. Again the idea of human connection carries through.
The ad offers a twist at the end where we discover they are on a roof terrace against a city skyline, supporting the idea that eating outdoors can be anywhere at any time.
'Picnic' is similar in style, scenes of food being unwrapped and eaten, shots of kids playing, to a close-up of a man's hand gently squeezing the woman's upper arm. The most notable thing in this ad is the rainy weather, but the mood is upbeat and the picnic enjoyed nonetheless. The couple are rewarded as the sun comes out at the end. The focus is firmly on people and family once again.
See Ad 1: M&S BBQ
See Ad 2:M&S Picnic
Waitrose - Everyone Deserves Quality Food
Agency MCDB for Waitrose
This Waitrose ad is from 2008, and whilst it plays with the idea of a simple picnic by making it a huge group affair it's message is just as relevant, if not more so in 2013.
The 'community' or 'food for everyone' spirit of the ad is prevalent in today's society with community street food parties. The message of quality can be seen with the rise of locally produced food at street food and artisan markets. It's a message that advertising persists with as we see more and more ads focusing on coming together to celebrate the joy of food and connect with people.
See the Ad: Waitrose
Sunlight Detergent and STIHL BBQs – Ads Without People.
Sunlight - Lowe Bull JHB
STIHL - WhybinTBWA Tequila, Melbourne, Australia
This might not be so strong on realism, but Sunlight cleverly connect their brand name to the summer season, taking an everyday thing and building out an eye-catching idea. It's a good example of how simple shots can be built around a setting and scenario whilst alluding to the presence of people
In 2011 STIHL did a series of ads pushing the value of being outdoors with the tagline 'Get real. Get outdoors'. Each ad's copy features an internet or digital related theme and is accompanied by an image to support it. The 'Wireless Hotspot' copy is backed up with a shot of a colorful barbecue grilling corn. Notice the strong use of color, the red against the green really stands out, and the background is uncluttered, appealing and could be anywhere
See Ad 1: STIHL
Sunlight
See Ad 2: STIHL Waitrose
Summary
This week's top 5 shows us that eating outdoors is as popular as ever. Advertising has got the sentiment spot on.
Here are some tips to shooting eating outdoors:
- Keep the images bright and avoid hard shadows.
- If you only have couple of friends with you, keep the focus on portraits and laughter. If you have a group of people make the most of the diversity.
- Use colorful food and clothing.
- Use a range of foods. Whilst traditional BBQ fair like burgers and picnic food such as sandwiches are good in shots, they need to be well prepaired and appealing. Mix it up a bit and add some different types of foods, local and cultural.
- Remember the message is BBQs and eating outdoors can be enjoyed by anyone, so variety in food and people will make your images all the more appealing to clients.
Download PDF
-
Hot Brief
Environment
05/09/2014 -
Environment, our latest Hot Brief – Caring for the environment and living an eco-friendly lifestyle still runs through advertising, but it's not all about recycling bins and green arrows, this is your opportunity to impress stock clients with innovative, everyday environmental ideas.
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07/08/2014 -
Leisure and Hobbies, our latest Hot Brief – we all pursue leisure activities and hobbies, and for top brands they convey life affirming concepts. Stock clients use this type on content on a daily basis, so get shooting.
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Exercise, our latest Hot Brief – images of self improvement and personal achievement through exercise are dominating advertising by the coolest brands and our clients are asking for them too!
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Hot Brief
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Friends, our very first Hot Brief – based on in depth client feedback, it's what they are asking for, time and again.
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Business and Technology
30/05/2014 -
This month we look at 5 tricks to achieving success business images.
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Kids in the Family
30/04/2014 -
This month we look at 5 trends focusing on children’s role in the family unit.
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Looking ahead in 2014 part 2
21/03/2014 -
5 more hot trends in photography for 2014
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Looking ahead in 2014
14/02/2014 -
We’re going to kick this year’s Trend Reports off with an overview of 5 predicted trends for photography...
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Christmas And New Year
17/12/2013 -
The Holiday Season has arrived. Here's 5 of the best ads.
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Families
4/12/2013 -
See how family dynamics are depicted in recent advertising
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Going Local: Asia
15/11/2013 -
See how advertisers use their own countries cultural and travel iconography to promote all kinds of products and services to consumers across the Asian continent
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Going Local:
Australasia
01/11/2013 -
Advertising with a local vibe is extremely popular. From instantly recognizable landmarks and travel icons to cultural nuances, leisure activities and tastes, sights and smells, Australasia can be captured for advertising in various ways.
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Celebrations
25/10/2013 -
With big annual celebrations like Halloween and Thanksgiving just around the corner, see how advertising loves a celebration.
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Going Local: America
18/10/2013 -
See how advertisers use their own countries cultural and travel icons to promote all kinds of products and services to American consumers
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Going Local: Europe
11/10/2013 -
European cultural icons and local people are used to great effect in huge ad campaigns and ads with a more personal touch. Check out this weeks top 5.
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Male Grooming
04/10/2013 -
See how advertisers avoid using the word “beauty” and the different ways they approaching a potentially sensitive subject.
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Healthy
Kids
27/09/2013 -
See how advertising is using fun, color, taste and education to promote a healthier diet for kids!
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Gardening
20/09/2013 -
See how advertising is using a simple pleasure like gardening and our connection with the natural world to promote a happier lifestyle.
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Child's
Play
13/09/2013 -
See how advertisers connect with adult consumers using images of childhood.
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Small
Business
06/09/2013 -
See how advertisers use images of real small business people to connect with consumers in a genuine down to earth way.
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Cycling
30/08/2013 -
This week we take a look at brands making most out of
the cycling craze to push their products. -
Food
Outdoors
23/08/2013 -
Eating outdoors, BBQs and picnics is nothing new but brands are focusing on the connection between dining outdoors and family. Here are 5 great trends.
