How do you communicate the taste of food in print advertising – especially in black and white?
There’s no formula. But like anything else, you have to make an emotional connection. Superior design sure helps. The wonderfully evocative art direction is by Chris Chaffin, one of the great art directors/designers to come out of the legendary Hal Riney & Partners, San Francisco.
Click images to enlarge
For radio, of course, we attempted the same thing: sell product, build the brand.
• Hear a See’s Valentines Day radio spot.
• More See’s advertising, in no particular order. Click to images to enlarge or play: