The decline of the high street has shown no signs of stopping, and more and more people are turning to online shopping – and that includes food. Taking your slice of the online sales pie requires more than great pictures of your delicious grub. You need to make your product sound as good as it looks by writing content that has the reader being able to taste the food. Investing in a food copywriting service to write descriptive content that will appeal to the reader’s senses is the way forward. 

This will not only boost your sales but make a more pleasant experience for the customer. People love their food, and like anything they are going to purchase, they want as much information as possible before hitting that Buy Now button. 

Who’s Invited?

When writing about the food you need to imagine you have guests over and write as if you are at the table. How would you describe the food? How would they describe the taste? What would you talk about? What can you tell them about what you are offering? Building an image where they can picture themselves eating with their friends and family is a sure thing to convert the reader to a buyer.

The Aftertaste 

A photograph of some delicious-looking food on social media may get their attention to begin with, but it’s the writing that will make their imagination run wild. You will want them to engage their taste buds and want to devour the advertised food immediately – they may even make an order right there!

The reader should be able to get an accurate idea of the flavours and taste of the food. Look up food copywriting examples to get an idea of how the writing should be. These will give you some tips and you can implement these techniques into your product descriptions.

Engage the Senses


How can they buy food if they haven’t tried it? Great informational and very descriptive writing will do the trick. The reader needs to know everything, from when it first hits their tongue with the first bite, and how it tastes afterward. Does the food taste like anything in particular? What can you compare it to? If it’s spicy, tell them how much. Think of a chocolate-bar advert on TV, they will show you the inside and every angle and maybe the caramel oozing out. But that’s not all, they will have a voiceover explaining how crunchy and tasty the chocolate is. That’s because the imagery is only part of it, they need to get your senses going by being descriptive.


Take the reader down a path of pleasure by eloquently describing the aroma of the food. This is a sure-fire way to conjure up their thoughts and sensitise their brain to the smell and taste of the food. Use words like fragrance, aroma, scent, fresh flowers, and other pleasant words that will bring up pleasant thoughts of food.

How Does it Feel?

Tell the reader exactly how it feels in your mouth. Is it tender? Smooth? Crunchy? Letting them know the texture of the food will enhance their imagination and combine all their senses when thinking of the food.


Remember to explain what’s actually in the food and what it doesn’t contain. It’s easy enough to lyrically explain how wonderful and amazing the food will be without actually telling them what they will be eating. Are the readers a vegan? Does your food contain any animal products?

Some of the readers may have a nut allergy, so you want to make it clear quickly in the description if it contains nuts or any other particular allergies. You don’t want to get them all excited with your passionate writing then they discover they can’t eat it. This would put them off your brand completely, especially if they had a serious allergy.


Remember in the movie Forrest Gump and Bubba’s long-running family shrimp business? Well, that’s exactly what they want to hear. Not about Bubba’s family per se, but about the history of the food. If you made it from an old family recipe, someone brought it over from their original country, or it was only recently put together through trial and error, let the reader know. It may not be exciting or all that interesting, but it will help you boost your brand if you add it’s history and may connect with the reader.

The Theme of Your Brand

Boost your brand with the products on offer by creating a theme. Although they will individually stand out, linking them with a theme will strengthen the marketing of your business as a whole. This will help your conversion rates and will build trust between you and your customer. If they see a product advertised that they haven’t tried before, but they remember they had something else that they loved of yours, they will be inclined to give it a try. 

Take Note

Online shopping for groceries shows no signs of slowing down, with approximately 60% now opting to do so. The current climate is also having a huge effect on online sales across the board and many people are choosing to stay home. This is not only more convenient and safer for both customers, business owners, and staff. So, it really is the best time to implement great writing into your product descriptions with so many potential customers.

To maximise your sales and provide an overall customer experience you need to have great descriptive writing to match the product images. Hiring a food copywriting agency to do so will be a worthwhile investment that will make your site look more professional, enhance the customer experience, and of course, boost profit.

People have been telling stories for thousands of years. We grow up with them, share them and tell our own.

Good stories can make complex ideas easier to understand and help people relate to new concepts. When it comes to your brand, they show people not just how your business works but why you exist and why consumers should choose you.

A powerful brand story enables you to build meaningful connections with your audience, improves their trust and encourages brand loyalty.

With the rise of ethical consumerism, the need for brands to portray themselves as responsible, authentic and sustainable is higher than ever. Using a narrative to build a strong, positive image is an absolute must in the food and drink industry. Rather than just capturing audience attention for the launch of one product, food and drink brands need to capture it for a lifetime. A good story is the perfect way to do it.

Feelings, not things

When it comes to making buying decisions, people tend to choose based on feelings first and facts second. If buying something makes you feel good, you’re much more likely to buy it. A coffee brand with flashy advertising campaigns can make their product look appealing at an aesthetic level. However. one whose adverts tell the farmer-to-cup fairtrade story are increasingly more likely to make sales.

Starting from the bottom: The New Covent Garden Soup Co

Soup. It isn’t glamorous, it isn’t exotic, it isn’t particularly exciting. How do you build an emotional attachment to soup? The New Covent Garden Soup Co could lead a masterclass in forming emotional bonds with food.  Over time, the brand have built up the idea that eating fresh soup from The New Covent Garden Soup Co is akin to the experience of having lovingly crafted, homemade soup set in front of you after a long, hard day. Starting with the relatable, true story of someone who is cold, wet and hungry (and thus, in dire need of soup!), the brand expanded at an incredible rate.

New Covent Garden are also a shining example of the fact that you don’t need a huge budget for your marketing to be a success. In the early days of the brand, staff were asked to provide old family soup recipes, building the message that these were authentic, honest recipes crafted over generations. The idea garnered huge publicity, and having started as a small independent business, The New Covent Garden Soup Co was sold for more than £150million in 2011. Not bad when you consider that the company was fighting their way into a market ruled by familiar corporate giants like Heinz.

Key Takeaway: Using the emotional power of real-life stories, even small brands can achieve David vs Goliath-like success.

The friendly face of a big brand: Guinness

A name known all around the world, Guinness work hard to keep their image connected with a local-level human touch. While their big-budget adverts often feature sensational tales and wild special effects, Guinness have been careful to maintain their appeal in the everyday arena. Storytelling takes on a whole new meaning here, with adverts tapping into the global phenomenon of myth and folklore, as well as the fantastical elements of ordinary life.

Guinness’ stories lace their brand name through the extraordinary. Their Sapeurs documentary had, really, nothing to do with beer. It was an introduction to real-life characters – colourful, exuberant and likeable – that captured the imagination. From here to the ‘Together We Are More’ campaign the brand launched in Southeast Asia, a cinematic work about friends setting off on a legendary adventure, Guinness go all-in on the storytelling. The fact that none of it seems to be about beer ceases to matter, because the stories are so fascinating and vivid that the brand builds its reputation purely by association.

Underneath all this, exotic video campaigns are supported by an ethical foundation that all modern brands need. Their YouTube channel houses videos about the farmers who grow their barley. A timeline on their website paints the picture of the Guinness story across centuries. Going right back to the day that Arthur Guinness left home in 1759. From working with the little guys, to being the champions of living life to the full, the power of the brand story behind the Guinness name is unmissable.

Key Takeaway: Don’t be afraid to get creative with your storytelling. Look for the extraordinary in the ordinary and capitalise on it – originality is the key.

Crafting the perfect storyline

Adverts like the famous ‘122 years of Hovis’ ad above are shining examples of brand storytelling done right. The unusual length of the cinema-style advert represents the age of the company’s original small brown loaf. The advert was intended to evoke Hovis’ “wholesome and natural” image and the idyllic image of Britain.

Simple, yet effective. The ad resurrected the delivery boy from the brand’s 1973 Ridley-Scott directed ad: one of Britain’s favourite TV advertisements. Which demonstrated that the brand not only has bread heritage, but also has advertising heritage. The moral of the brand story was that Hovis is “as good today as it’s always been”- which was a perfect encapsulation of the underlying brand strategy.

Key takeaway: Your story needs to be human, original, founded in truth and most of all, it must serve a purpose for the customer.

Whether it’s soup that turns a bad day around or beer that makes you a part of something special. Whatever it is you’re selling, there’s potential to build positive feelings around it with a clever, authentic brand story. Establish your customer’s journey and replace the hard sell with tales that explain how your story and theirs are inextricably linked.

A successful storyline will get people talking about your brand and is publicity that keeps on giving.

If you’re looking for new and innovative ways to communicate your brand story to your customers then as a copywriting agency, WooContent can do just that! Get in touch with us today to find out more.


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