24 October 2013


The Changing Ways of Discovering, Defining and Displaying Food Content Online 

‘Social Foodography’ is a progression of JWT India Planning’s initiative ‘Juniper Wheat Tabasco: Perspectives on Foods'. In this report, JWT curates digital content from over 50 online sources to explore what the foodies are doing and what the food brands do.

Automotive buyers actively use the internet to research company news on new products and user reviews to help make brand decisions. Mobile phone buyers take pride in being ahead of the curve on new product news and use the internet to build their sense of expertise. Foodies on the other hand contribute to colorful content creation and use the internet to express their creativity. 

The study finds out that there is a gap between what the foodies are doing and what the food brands do. While Indian food brands are going where the Foodies are, they are not doing what the Foodies are doing.  

‘Social Foodography’ explores reasons and resources for brands to curate consistent, visually-compelling, social personas that simultaneously mimic and inspire their target consumer’s Foodie lifestyle. It recommends that aspirational Indian food brands that want to communicate a lifestyle should acknowledge the implications of Social Foodography as a branding vehicle.

For more details on the complete study, please write to mythili.chandrasekar@jwt.com

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