In an increasingly digital world shaped by social media and AI, it’s easy for brands (especially in ecommerce) to feel disconnected from the real world their customers live in. When your presence is solely online, how do you replicate the feeling of a physical shopping experience? And for retail, where the focus is on in-person experience, how can digital enhance that moment rather than distract from it?
The challenge is the same on both sides: how do businesses bridge the gap between digital convenience and physical connection?
Sensory marketing
People still love the convenience of online shopping, but they’re tired of missing out on the tangible experience you get in-store. It’s the feel of it all isn’t it? Like going into a department store and being hit with the smell of all the lovely perfumes, it’s an all encompassing experience, and digital marketing is missing that.
Sensory marketing helps with that, and it’s a term that’s starting to stick. While food in marketing is nothing new, the way it’s being used in campaigns now feels fresh. As far as we can tell, the trend really kicked off with Jacquemus and their playful food-themed, sensory-heavy campaigns.
Then came Loewe (which we only just learned is pronounced low-eh-vay… we might be the last to know, but in case you’re with us in that boat, there you go).
From there, it made its way into beauty, with Hailey Bieber’s brand Rhode taking it to a new level. It’s more than just featuring food in campaigns, it’s an illustration of the product. It’s really clever because it’s tapping into physical senses to bridge the digital divide so you can look at these pictures and have an idea of how the product will look, feel, and taste.
More recently, we’ve seen brands like Skims join in, showcasing stacks of pancakes and waffles. And have you noticed? It’s always treat food. The kind that triggers cravings and gets people talking. Again, it’s clever marketing. Visually rich, sensory-heavy, and very, very shareable. (I’ve been craving cinnamon buns and waffles the whole time I’ve been writing this.)
That makes the type of imagery used in these campaigns even more interesting. These campaigns never show fine dining or fancy cocktails, it’s every day “sweet treats.” Pancakes, strawberries, cinnamon buns, toast, butter, honey. Affordable indulgences. They tap into a desire for comfort and enjoyment without the guilt of overspending. It’s a small slice of luxury that feels justified, even in a budget-conscious climate.
Connecting digital to physical
Pinterest and Primark have an interesting collaboration going on at the moment! If you haven’t seen it, they’ve teamed up to launch a homeware collection inspired by Pinterest’s own UK search data. They’ve focused on three trends in particular for this campaign: Cosy Cottage, Minimaluxe, and Dainty Décor.
Pinterest is known for being the go-to place for inspiration online. With over 12 million UK users engaging with home content on Pinterest, the collaboration is a no-brainer!
Together they’re removing the barriers between aspiration and reality because the products people can make collages with on Pinterest are available in-store at Primark, and also through Pinterest’s Click & Collect feature.
Connecting physical to digital
We’re seeing the same vice versa with solely digital brands making physical experiences.
Take Molly-Mae Hague and her fashion brand, Maēbe. On International Women’s Day, they set up a coffee van in Manchester, handing out free coffee and sweet treats. They don’t sell coffee, it was a brand moment designed purely around customer experience.
And it worked. It created a buzz. It gave people something to talk about. In a time where audiences crave authenticity and connection, these physical moments build emotional equity in a brand.
To wrap it all up
What all these examples show is that in 2025, bridging the gap between physical and digital to create something more meaningful is the way to go. Whether it’s a budget-friendly treat that sparks joy or a physical experience designed by a digital brand, the common thread is connection.
Consumers are craving experiences that feel human, thoughtful and real. A cinnamon bun, a free coffee on the high street. Small things, maybe. But they’re what us normal people want!
In a climate where attention is hard-won and spending is more considered, those “little treat” moments matter the most.
