If you thought food programmes are everywhere on TV, then browse You Tube and you’ll be overwhelmed by foodie content. Why? Because a lot of folk love their grub and a good percentage of them want to know how to make it look and taste like the stuff they’ve seen on tellie.
Emerging from this chaos of wannabe, how-to, home-produced, online cookery clips, come the professional videos sponsored by food and food product retailers, which start to merge the broadcast food genre with Internet advertising and product placement.
Start-ups and smaller brands are now able to compete in the video space with the big boys.
But how to go about it?
Heston Blumenthal and Jamie Oliver have clearly been snapped up by the supermarkets, but the quality of the food produced in videos advertising product need be no less attractive and aspirational than the mouth-watering food served up by any of the big name chefs.
Just make sure you choose the right producer.