If you’re in food and drink marketing, you’re selling the sizzle. Your customers aren’t buying 10 beef burgers – they’re purchasing ten juicy, beefy, meaty mouth filling morsels of bovine succulence. Customers want to know it’ll be delicious. And people eat with their eyes, which makes food photography one of the most powerful techniques for getting attention.

A picture says a thousand words. So ask yourself what your current food photography is saying about your products. Is it capturing the glint on a glass of Glenlivet, or the fizz on the first Gin and Tonic of the afternoon? If it’s not, your drink sales might be flat.

Sell them the slurp. Get the photographer to take a crisp, close up of the glass that’ll be just a few inches from their customer’s face, and the brown peaks on the pie that they’ll be breaking a spoon into. If you wouldn’t eat in the dark, make sure the lighting is just right. Every advert you show the customer is a window into a dinner party held by your company. It needs the right ambience, and the food’s got to look fabulous like a host inviting the morsels into their mouths.

In marketing speak, this all part of the ritual of product use. If you can capture the moment on film when someone who is standing a foot away from a buffet says to themselves ‘ooh that looks tasty’, then people will live that feeling vicariously though the food photography. It’s a lot to accomplish on the side of a cardboard box. That’s why there’s so much skill to food photography.

And that’s why we recommend, like London food photographer Graham Precey of Precey.com.

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