☕ Photo finish
Why brands are embracing analog photography.
Marketing Brew <[email protected]>
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The Morning Brew promotes a brand strategy of embracing analog technology, specifically photography, as a way for companies to connect with consumers and create unique content. Brands like Ithaca Hummus are using disposable cameras and photo booths to provide offline experiences and capture imperfect, in-the-moment content. This approach is driven by a growing appetite for authenticity in online content.
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557 words · about 2 min to read
October 22, 2026
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Sponsor Logo: Tatari
Today is Thursday. A New Mexico court has ordered Meta to pay $25 billion in penalties as part of a case related to Cambridge Analytica. It sounds like a lot—but it’s also less than half of the more than $64 billion in quarterly revenue Meta reported during its most recent earnings this week.
In today’s edition:
Snap into it 📷
Phone it in 📲
Too late to apologize? 🎙️
—Katie Hicks, Jennimai Nguyen
BRAND STRATEGY
Flash in time
A woman with a Fujifilm digital camera
Jon Cherry/Getty Images
Take a picture, it’ll last longer. And it won’t get lost in the cloud.
Demand for analog technology isn’t necessarily new, as millennials with their Polaroids and record players can attest. But at a time when consumers are increasingly seeking out offline experiences, several brands are turning to analog photography as a way to connect.
From hosting photo booths to shipping out disposable and reusable cameras, brands are looking to provide different ways for consumers to make memories and create content without the use of smartphones.
Ithaca Hummus, for example, kicked off its “Film Eats First” campaign this fall, where it sent around 100 creators disposable cameras to capture their experiences with the brand before sending back for processing. Images from the campaign will be used in the Ithaca Hummus’s holiday posts, according to the company.
The idea for the campaign was inspired by the growing appetite for analog and imperfect content online, Mia Serritella, brand manager at Ithaca, told us.
“Because social media has become so polished, I really gravitated towards the idea of giving creators something that forces you to capture the content in the moment versus giving them a brief, having them edit it, review it, perfect it, anything like that,” she said.
For more on the strategy behind why brands are embracing an analog world, continue reading here.—KH
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Sponsored By Tatari
Don’t change the channel
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headline speaker Scott Galloway on brands, business, AI, and the future of media, followed by an audience Q&A
Reddit CEO and co-founder Steve Huffman on how brands can connect with TV audiences to turn conversations into measurable performance
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Attendance is free, but capacity is limited. RSVP to save your spot.
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Phone displaying TikTok shop pushing a cart
Can you hear that? No, it’s not sleigh bells ringing—it’s the chime of sales ringing up on a TikTok Shop live-shopping stream.
With the holiday shopping season upon us, TikTok users across the platform are primed to receive plenty of gift-centric marketing messaging, and according to the platform, searches for gift inspiration and related terms have seen a surge. Interest in hashtags like #HolidayDecor, #HolidayGiftIdeas, and #GiftsForWomen has risen 97%, 248%, and 440%, respectively, in month-over-month search growth in September, according to TikTok.
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