Thinking AIDA model to Create Mind-Blowing Advertising Campaigns in the Food and Beverage Industry

Are you a working professional thinking about launching memorable marketing campaigns for your restaurant? You might be thinking about the model you should follow to create powerful promotional material. When you start using the AIDA model, you will be surprised how good you will be at creating effective advertising campaigns that will be remembered by your target audience. Indeed, AIDA framework is very popular among advertisers in all types of businesses including in the food and beverage industry. Through thinking about the different steps of this model to design advertisements, marketers have the ability to make their offers look more appealing than ever.

How is AIDA model defined?

AIDA is a widely used model in nowaday’s advertising world. It can be defined by the different steps consumers are going through when being exposed to a promotional campaign. According to Elias Lewis (Links to an external site.) who is the first designer of this model in the late 1800s, the goal of any advertising is to be convincing enough for consumers to move forward with a purchase. Indeed, it has to first catch people’s attention before driving their interest, bringing desire to stimulate the action of buying the product or service promoted. Indeed, attention, interest, desire and action are the four stages of the buyer’s journey proposed by the AIDA model.

Below are the different steps defined:

Attention: It is how advertisers grab the attention of the customers at first sight.

Interest: At this stage, advertisers are stimulating the interest of the viewers in a way to make their consumers consider their brands.

Desire: Through unique offers, advertisers are making their customers desire their products or services.

 Action: This is the ultimate goal of the advertiser trying to persuade their customers to take action and proceed with a purchase.

An article written by the marketing organization Hubspot mentions Lewis (Links to an external site.) formula which shows how the different phases of the model are related to each other:

“The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.”

How is the AIDA model used to create astonishing advertising in the food and beverage industry?

In the restaurant business, photoshoots have been essential to promote food and beverage offered. Thinking about AIDA model has allowed advertisers to innovate to create appealing promotions. While capturing camera shots, marketers have worked on gabbing their audience attention, interest and desire through ensuring unique look of the food they are photographing. Indeed, they are making sure the food appears delicious through attractive colors, size, textures, etc.

Examples of Innovative Strategies used During Food Photoshootings for Advertising Campaigns

Here are tricks used by marketers to manipulate photos according to a video posted by the organization TopTrending (Links to an external site.)mentioning how the shootings are a long process to make the food look perfect on the ads. This video shows examples of ingredients and products that advertisers use to make food appear attractive on camera.


Advertisers are making their food looks steamy on camera through the use of cotton. In fact, they place cotton inside and around the food so there is an effect of steam appearing. This likely attract customers desiring a hot delicious dish.

Mashed Potatoes:

Mashed potatoes are used to make the volume of the food looks bigger. It is usually utilized to fill meat and roast chicken on the inside. As consumers have the tendency to associate food of big size with being appetizing, they can easily be captivated by this effect and likely build desire towards it. Ice cream is another example of food in which mashed potatoes is used to make it look exquisite. Indeed, it is difficult to capture shots of ice cream as it is quickly melting. As a result, painted mashed potatoes is used to make perfectly shaped and colored ice balls. As viewers will see those nice-looking tasty ice creams, it is likely enticing people to buy them.


Glue is used to replace milk to retain its white and thick appearance on camera. Glue is commonly poured in thick layers to enhance the look of the cereals mixed with milk. Indeed, cereals do not sink and stay hard and dry inside of glue. Thus, the cereals looks even more beautiful and delectable with this effect which would likely catch the attention of people craving for a bowl of cereal.

Shoe Polish:

Advertisers are making steak appear grilled at perfection through looking juicy and pinky. The grilled marks are enhanced thanks to shoe polish. Hair color sprays are also used to paint chicken in golden brown so it appears beautifully roasted. This makes customers exposed to the advertisement tempted to try such stunning marvelously cooked steak and chicken.

Shaving Creams:

As whipped cream usually melts in seconds, shaving creams is used to replace it on photoshoots as it holds up for a longer time. Indeed, shaving creams does not melt and is easy to shape to make it look like a perfectly crafted whip cream likely attracting viewers.

Wax and Deodorant:  

Wax and deodorant are used to make fruits look very shiny. As a result, people are likely associating this effect with naturalness which appeals to consumers looking for fresh fruits. Wax is also used to add consistency to sauces as they appear watery and thin on camera. Indeed, advertisers have used colorful wax to make the sauces appear with robust consistency which strengthen its flavorsomeness in the eye of the customers who would likely build desire towards it.


Cardboards have been used by marketers to enhance the look of burgers and cakes for instance. Indeed, cardboards are used to design perfectly even layered and uniformed cakes and burgers to make it look irresistible to people watching the ads.

Motor Oil:

As syrup is easily absorbed by pancakes, advertisers have used 10W30 car engine oils to enhance the effect of maple syrup pouring on pancakes. Indeed, car oil does not melt and with its thick consistency, the pancakes with maple syrup look even more succulent to the audience.

In a world in which advertising is becoming more and more competitive, following the AIDA model is necessary to create high quality promotional campaigns and distinguish in the market. In the digital age, AIDA model has been the basis of marketing strategies and is essential to consider if you are willing to generate business to your restaurant through your advertisements. Thinking about AIDA model has allowed marketers to innovate to grab people’s attention and stirring up their interest and desire so they purchase their products. As seen previously, the food and beverage industry is a perfect example in which businesses have come up with mind-blowing campaigns following AIDA model. If you are a restaurant operator, definitely consider the tips listed in this article that advertisers use to make your food look more appealing. You will be astonished how you will be able to create a strong impact with your advertising in the eye of your customers!