In Case You Missed It : 14 October 2024

#WeSawItComing : Fetish Food

Pickle and chutney brand Geeta’s has unveiled its boldest marketing campaign to date, Geeta Bit Naughty. The playful campaign highlights creative and unexpected ways to enjoy Geeta’s products, with three tongue-in-cheek adverts featuring pixelated food to preserve the fun and avoid offending traditionalists.

The ads, developed by the agency Insiders, showcase unique flavour pairings, such as mango and chilli chutney in spaghetti bolognese, mango chutney in a chicken burger and fajitas made with roti flatbreads. By pixelating the dishes, the campaign hints at a bit of culinary rebellion, teasing the audience and challenging conventional food norms.

In our Functional Feasting macrotrend report, we forecast the rise of Fetish Food. Sex sells, and so does sexy food. Building on our past microtrends including Gastronomy Fetish (blending erotic exploration and culinary culture) and Erotic Eating (shopping and eating experiences centred on touch and hedonism), people are leaning into the pure pleasure of eating as a backlash against diet culture and draconian wellness trends. The result? Unapologetically sensual and raw branding, inviting individuals to go feral and indulge in food that is salty, sweet, fatty and acidic without restraint.

‘We’re taught that feeling less, tasting less and indulging less is somehow better... In a world of delicate drizzling – we want you to douse us on everything.’’

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