We all know that food really isn’t about sustenance- at least the physical kind.
Sure we need food to fuel our bodies and keep them functioning. But it’s no great secret that food is about emotional nourishment and associations.
I find exploring favorite foods and the feelings they evoke is actually a great exercise to do in brainstorming sessions. It helps to warm up the creative juices and can sometimes have direct implications for developing stronger brands.
I remember once pitching a large Atlanta based airline where we recommended that they serve ice tea to everyone who comes on board to really bring their promise of southern hospitality to life. We even recommended finishing each glass with a small mint leaf in each cup to demonstrate (not just talk about) the special touches the airline was touting in its ad campaigns
I am sure many of you are familiar with the power of the fresh baked chocolate chip cookies on Midwest Airlines. It’s not about the physical need of hunger that’s satisfied. It’s about the emotions of comfort and security that the taste, and most importantly the smell, of the cookie evokes.
Here’s a great game that explores these food feelings. It may seem morbid at first blush, but I find that it actually unlocks a lot of creativity and inspiration if you allow yourself to get into it. It’s really fun to do in groups.
It’s called “Last Meal”.
