A few weeks ago I did a blog on McDonald’s that seemed to have some pretty good feedback. It would seem that our universal passion for food and drink extends far beyond the activity of eating and drinking. Even a loose link seems to suffice – so cashing in on this I have decided to continue with the food and drink theme. This week, I’m going to the other end of the spectrum and taking a look at Deliciously Ella and why she has basically taken over the world.
It is a tale as old as time really – very rich, very white and very beautiful girl creates a lifestyle business that sees thousands fawn over her day-to-day routine. Of course the fundamental question is – would Ella have done so well if she didn’t have a fair amount of initial investment (Ella Woodward ain’t no rags to riches story) and if she wasn’t so pretty? If her husband wasn’t even prettier? Or indeed, to be just a tad cynical, if she hadn’t suffered from an extremely seriously debilitating illness? And I should add, all credit to her for taking her health in her own hands and finding a way to rebalance her body, #teamella.
I suspect it is a little of all of the above, all tied together by her bloody brilliant branding. Because, there is one thing the team at Deliciously Ella HQ do very, very well and that is their branding, which is actually a pretty good symbol of the entire food and drink industry these days. The “clean eating” industry has dwarfed the ‘90s phenomenon of Slimming World and Weight Watchers. The clean eating industry did what no-one else has ever really managed. They made healthy eating cool (sorry Jamie Oliver, your American crusade may have been inspirational, but I’m unconvinced it was aspirational).
Mainly this is because these brands are fronted by beautiful women with glossy hair and shiny teeth – see Ella, the Helmsley sisters, Chocolate Covered Katie (I can only assume the implicit sexual connotations were a coincidence). But, also because they defined a new brand. Clean, modern and aesthetically stunning, they are a real pleasure to read. Nicely spaced lettering, mouth-wateringly divine pictures – these guys know precisely what they are doing.
Compare the recipe for Ella’s mushroom tarts vs the BBC’s recipe, which beyond the former being made from ingredients that can be sourced only at your nearest artisanal delicatessen, whilst the latter available from your local corner shop has some pretty clear differences.
Is it even worth asking which one you would rather make? If we eat with our eyes surely the same is true of recipes – at least a little bit. They both do essentially the same thing, but Ella’s version is that bit prettier and appealing.
Even in pictures, Ella’s mushroom tart is on a vintage plate, set against a marble backdrop. In short, I don’t like mushrooms and even I would be somewhat tempted to take a bite.
Comparatively, not only is the quality of the BBC photo somewhat inferior, but they have left the baking paper on, which does not exactly add to the overall visual.
Take it one step further and look at Ella’s custom-made social media icons –
They’re just irresistibly clickable, whilst the BBC have a generic landing page that links to their social media platforms.
It seems pretty clear to me why Ella and her brethren have taken the world by storm. People wanting to be thin is not a particularly recent aspiration, however, Ella and her fellows have created a new style that is modern, fresh and vibrant and makes people want to be healthy. And that is where the future of branding lies – certainly in this expanding industry.
If you have any feedback on this blog, or just fancy a chat and a chai tea latte feel free to give me a call on 07826 857 882 or drop me a line on helena@helenabaker.com