The Food Throttle Diet App Campaign is Super Fresh
Vasiliki Marapas — October 15, 2013 — Marketing
References: dennisadelmann.de & wired
These colorfully – and carefully -- arranged photographs that resemble food morse-code were created by Dennis Adelann and Carolin Wanitzek in promotion of the ‘Food Throttle’ diet app.
The process behind these immaculately orchestrated food photographs was a difficult one; some of the smaller foods had to be placed just so with the aid of tweezers, and an entire sneeze could throw the whole project out of whack. Production also had to move quickly to ensure the more succulent ingredients wouldn’t seep through the colorful backgrounds. Despite the posed challenges of working with food, the final product is a work of art.
Explaining why this pristine food arrangement was the best way to advertise for the app, Adelann states, "Food Throttle’s philosophy of dieting is very organized and structured. So we decided to show the meals in a kind of constructed pattern on bright colors.” The app functions by pairing data from over 300,000 NYC restaurants to recommendations from doctors and dieticians.
The process behind these immaculately orchestrated food photographs was a difficult one; some of the smaller foods had to be placed just so with the aid of tweezers, and an entire sneeze could throw the whole project out of whack. Production also had to move quickly to ensure the more succulent ingredients wouldn’t seep through the colorful backgrounds. Despite the posed challenges of working with food, the final product is a work of art.
Explaining why this pristine food arrangement was the best way to advertise for the app, Adelann states, "Food Throttle’s philosophy of dieting is very organized and structured. So we decided to show the meals in a kind of constructed pattern on bright colors.” The app functions by pairing data from over 300,000 NYC restaurants to recommendations from doctors and dieticians.
Trend Themes
1. Immaculately Orchestrated Food - Disruptive opportunity: Develop a platform that connects users with personal chefs who can create visually stunning, specialized meals tailored to their dietary needs.
2. Structured Dieting Philosophy - Disruptive opportunity: Create a meal planning app that not only provides personalized diet recommendations, but also presents the meals in an organized and visually appealing manner.
3. Data Integration in Dieting Apps - Disruptive opportunity: Build an app that integrates data from various restaurant databases and health professionals to provide comprehensive and customized diet recommendations.
Industry Implications
1. Food Styling and Photography - Disruptive opportunity: Develop innovative food styling techniques and photography tools for creating visually stunning food advertisements and promotional materials.
2. Diet and Nutrition Apps - Disruptive opportunity: Create a diet and nutrition app that combines data from local restaurants, doctors, and dieticians to help users make informed food choices.
3. Personalized Meal Planning - Disruptive opportunity: Build a platform or service that offers personalized meal planning with visually appealing meal patterns and color-coded nutritional information.
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