Online ad of a popular donut shop reveals insights on food advertising

June 7, 2018 - 6:40 PM
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We sometimes crave for donuts after we see photos of them. But when we do buy, reality falls short of our expectations. (Wikimedia Commons)

(First published on June 6, 2018 at 11:08 a.m.; Updated) Some expectant consumers of Krispy Kreme were not amused after they bought the company’s limited edition choco-hazelnut ring-filled donut in celebration of National Doughnut Day since the product’s appearance reportedly did not match the online advertisement.

The famous donut company shared a picture on their social media accounts which advertised the limited edition donut.

However, it soon received flak because according to some consumers, the ring was not thoroughly filled with choco-hazelnut spread.

Reddit user “rubyanjel” shared a picture of the product after buying it and captioned it with “Expectation vs. Reality.”

Expectation vs Reality from Philippines

Other users confirmed the user’s sentiment and commented that they experienced the same thing as well, claiming that it might be a case of false advertising.

Some Facebook users also shared the same thing, noting that the filling was not spread evenly.

Holey redemption

Apparently, some branches of the company were not able to serve a ring-filled donut that appeared similar to the one advertised.

The comments section on its Facebook page indicates that Krispy Kreme’s social media team immediately reached out to some of the customers via a private message. There were also apologies given as they gathered details about particular branches that served the consumers.

But not all customers were dissatisfied after seeing the actual donut.

Interaksyon discreetly visited two different branches of the donut company to verify the feedback. We found out that both served choco-hazelnut ring-filled donuts faithful to the ad.

Things to know about food advertising

Most companies digitally manipulate their products through the use of photo-editing software but others have certain techniques as well.

In a report by CNBC, it was noted that companies resort to such practices to make their products look very appealing as possible.

Food stylists and photographers use different instruments and employ good lighting, fresh ingredients and hold meticulous attention to detail to achieve delicious-looking products.

Jean Ann Baybee, a co-author of two books about food styling, revealed, “Nothing is just plopped down and put in the center like it is when you order at a restaurant.”

Stylists use tweezers, toothpicks, scissors, small blowtorches, paper, tape, glue, pins, paint, oil and glycerin to enhance the product’s appearance, she noted.

Companies also do these techniques since “product photography is as crucial as any other factor in increasing sales,” according to Digital Synopsis.

This goes to other industries as well—be it clothing, food, automotive, publishing, banking and technology, for example.

People are generally attracted to visually appealing posters, photographs and graphics, making them want to buy the promoted product.

This would increase their sales in the long run. Lisa McQuerrey, senior vice president of American Equity, said the company would have the opportunity to expand, offer and improve their franchises, introduce new products and attract better employees and investors.

Editor’s Note: The article has been revised for accuracy, after independent verification of the complaints.