food is a dad’s love language.

If you run or market a food brand, this is your reminder that Father’s Day is right around the corner (September 1st!)

There’s plenty of reasons for brands to level up their marketing and engage!

Food is a love language, so it’s no surprise that the age old adage rings true- the way to a man’s heart is through his stomach.

‘Marry-Me Chicken’, anyone?

I can tell you from experience that this definitely doesn’t change when he becomes a dad, it just changes from delicious chicken dishes to questionable meals like the sandwich my daughter made her dad featuring microwaved lettuce.

🧁 Australians are expected to spend a whopping $860 million on Father’s Day gifts this year, showcasing the significance of this special occasion in the country. Despite cost of living pressures, Aussies still want to celebrate their dads.

🧁 Approximately 35% of people plan to buy a gift, with an average spend of $112 per person. Considering the cost of food products, this is quite high, and a great indication of potential volume sell through.

🧁 Interestingly, more than a fifth of Aussies plan on buying a gift for someone other than their birth father, such as stepfathers, grandfathers, or father figures, reflecting the diverse and inclusive nature of modern families and broadening the market for brands to tap into.

🧁 Food and alcohol are slated to be the most popular gifts for Dad (!!), suggesting that many people opt for these traditional and much-appreciated tokens of appreciation. Let’s face it, we all know a dad who says he ‘doesn’t need anything’, but loves a bit of dukkah, or speciality sauce to whip out for every meal.

🧁 Gifts aside, food and beverages also play a central role in many Father’s Day celebrations, offering food brands further marketing scope and potential revenue.

Those are some pretty convincing numbers, indicating it’s well worth looking at your products and picking a few for promotion this Father’s Day. Do you have an epic hot sauce that he can add to his growing collection? A delicious meat rub for his summer BBQs? A delicious sweet treat that he can indulge in (or share)?

If you’re interested in positioning your food brand for Father’s Day with a specific campaign, bespoke recipes or amazing food creative, be quick! Food Design Studio is booking up fast for the next few months, and we’d love to help introduce your brand to dads, stepdads, uncles and brothers, everywhere.

📸 Picture of my gorgeous hubby and daughters celebrating Father’s Day last year, and some food shots I’ve done that any dad would love.