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Case Study

Food Porn Awards

Food Porn Awards 2016

The backstory

The Food Porn Awards is a celebration of the best food photography in the North West of England. The competition was open to all restaurants, cafés, pubs and caterers. As a fully integrated agency, Shoot the Moon used multiple resources to make the awards a success.

Over 200 entries were given to the independent judges and 4 categories. 16 finalists across 4 categories were then invited to attend a cook-off style event where they prepared their dish to be photographed professionally. Following the final judging sessions, the winners were announced at the Northern Restaurant & Bar show in mid March 2016.

The challenge

The Food Porn Awards is a celebration of food images that arouse a desire to eat or the glorification of food as a sex substitute in a similar way to glamour or pornographic photography. Branding and communications can be sensual, provocative or playful but is ultimately about the most arousing food photography.

Entry would be made through a dedicated website, which must be responsive, intuitive and easy to use. The appropriate social channels should be registered. Social media conversations should be friendly, informative, sometimes flirty, proactive and always passionate about food. Engaging content for social channels and advertising should widen the reach to as many restaurants and chefs as possible.

There will be four categories, each with four finalists (all identities must be kept from judges) who will attend a cook-off event to be photographed by specialist food photographers and stylists. The finalists’ entries will be displayed at The Food Porn Awards gallery at the Northern Restaurant & Bar (NRB16) show, held at Manchester Central Exhibition Centre in mid march 2016. The winners will be presented with specially commissioned awards and their winning prints at the event. Follow up PR and social media will drive awareness of the NRB16 event, the sponsors and the winners’ businesses.

The Solution

The Food Porn Awards branding and invitational materials were designed by STM Creative. The first wave of communication used teasers of risqué images of what, at first, appeared to be naked body parts which were revealed as sensual close up shots of food. Subsequent campaign images focused more on tempting food photography, using images made by STM Photography. Engagement and interest was elevated and maintained by STM Social throughout.

Entrants were invited to submit photographs of their best looking dish to the Food Porn Awards website designed and built by STM Digital. Our designers and developers ensured the UX and build was secure and consistent with the brand.

A PR campaign in mid November, involving surprise visits to restaurants, was postponed due to the tragic events in Paris. When the competition closed, over 200 entries were given to the independent judges, with no reference to the chefs’ or restaurants’ names.

Four finalists from each category were announced and attended the cook-off style finals where they prepared their dish while filmed by one of the sponsors, Whitenoise Media. The finalists’ dishes were styled and photographed by STM Photography. All print media was created by STM Creative. High quality final images were printed by another sponsor, Hobs Reprographics, for the final judging, while Refresh PR garnered media interest. Following the intense judging sessions, the winners were announced at the Northern Restaurant & Bar show in mid March 2016. The exhibition stand was designed and artworked, along with all supporting displays, accessories and multimedia for the event. Winners were presented with awards designed and sculpted by STM Creative .

The Results

The Food Porn Awards were reported in the Liverpool Echo, Manchester Evening News and many other news outlets across Lancashire, Merseyside, Cheshire and Greater Manchester. During the campaign STM Social was able to reach many businesses in the food sector. At the NRB16 event White Noise Media, Refresh PR and STM Social were able to meet prospective clients and demonstrate what they could do for food businesses from across the North West. STM Photography gained added exposure as food photography specialists. The winners received the enviable pear awards, large prints of their winning dish and the free PR gained from the event.