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Food for Thought
Jeff Bowerman (TMW Unlimited), Dr Cristina de Balanzo (Walnut Unlimited)
In recent years consumer neuroscience has become the ‘much talked about’ tool in the marketing process, but it has received less attention in how it can have a role in the planning and creative process. We will show how using neuroscientific insights can be applied to create fresh views for creative strategy and development in food advertising. Cristina will show how to form emotional bonds between brands and consumers. Showcasing examples from recent work and experiments, we will reveal how implicit testing can uncover what excites and energises consumer in food advertising. We will reveal ‘5 golden rules of taste’ which show the underlying science behind how taste is experienced, and how communications can shape taste perception.
