SO UGLY
Baker’s Delight were launching a new product, but were a little concerned about how it looked. And rightly so - Savoury Bites are ugly. There's no way around it.
Client
Baker's Delight
Role
Concept, art direction
Type
Campaign
In a world obsessed with overly-staged, picture-perfect food porn, we fully embraced the ‘natural beauty’ of Savoury Bites - giving up trying to make them look like something they weren’t, and breaking every food photography rule in the process.
Harsh lighting that highlighted all flaws, close-ups of imperfections, and no photographic retouching meant customers got a totally real representation of Savoury Bites - paired with a colour palette that did anything but try and create appetite appeal.
It might have been ugly, but we had the last laugh as this range flew off the shelves, with our honest approach proving a hit with customers who let the brand know too!
