How does your brand stand out in a world as hidebound by convention as food and drink? The answer lies in knowing which conventions to break and which to keep. Of course, it goes without saying that the food has to look so amazing that it makes you want to lick the screen. But how do you make it stand out, how do you make it ownable, how do you make it really move people? It’s something we know from our work with Weetabix, Harbin, and Tesco, which combines incredible taste cues with the human emotion you need to really change people's purchase behaviour.