"That said, each zodiac sign truly does rule over a unique variety of correspondences in astrology. "We're all individuals, after all, and I think these types of campaigns are meant to be fun," Khan says.
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"While some food brands' astrology-themed campaigns may seem gimmicky, there is also potential for them to be meaningful and interesting - especially when brands choose to work with professional astrologers to create thoughtful connections between the zodiac archetypes and their products." Thus, a zodiac sign alone won't determine exactly what cocktail, cupcake flavor or fast food combo they would enjoy the most, according to Kahn.
She continues, "Everything from food and lifestyle brands to tech and apparel companies have come out with campaigns, product lines and promotional content that draws inspiration from astrology and the zodiac signs."Įach individual's astrology chart is made up of much more than just their sun sign, which is the sign most people scan for when looking at their horoscope. "People's interest in astrology has absolutely exploded in recent years, and it's a booming topic on social media," says Nina Kahn, astrologer and author of " Astrology for Life" and " Wander the Stars." "So, it's no surprise that elements of this ancient practice have gone mainstream and made their way into the marketing world, too." This year, McDonald's and Del Taco both ran Mercury in Retrograde specials, while in May, Dole honored "national salad month" by publishing 12 different recipes, each corresponding with a zodiac sign. Want more great food writing and recipes? Subscribe to "The Bite," Salon Food's newsletter. "Just tell us your sign and our expert bartenders will create your custom cocktail tailored to you - each one even comes with its own astrology affirmation," Eataly advertised on its Instagram profile. For instance, in July 2021, Eataly Los Angeles partnered with The Spirit Guild to host a Zodiac Pop Up Bar. Since then, I've become particularly attuned to this trend of both artisan and big-name food brands using zodiac signs - and larger astrological happenings - to market their products and events. In that moment, heady with nostalgia and a slight giddiness at returning to some modicum of normalcy, ordering that special coffee instead of my usual black cold brew seemed imperative, as if it was destined.
I don't check my horoscope daily, though I did check it today. I've looked up my birth chart, but I only remember my "big three" (Libra Sun, Libra Moon, Sagittarius Rising). Now, I'm neither an astrology detector nor an expert. What is the next pork belly? How meat trends start, sizzle and ultimately fizzle outĪnother used a rag to wipe the loopy cursive advertising April's monthly special - "The Taurus," an iced mocha topped with whipped cream and crushed chocolate-covered espresso beans - from the menu board and replace it with "The Libra," a dark and white chocolate double-shot latte. One employee was replacing leftover spring decorations, like Easter rabbit cutouts and pastel-colored tissue flowers, with plastic Halloween skeletons and rubber bats. The magazine rack by the counter was filled with alt-weeklies and newspapers that had been delivered in April. In many ways, walking through the doors that first morning back was like stepping into a time capsule. I first noticed this in late 2020.įollowing almost six months of lockdown, my local coffee shop reopened to the public that October. I'd also treat myself to something sweet, like Mamaw Emily's strawberry cake or a simple cannoli.Īcross the food and beverage industry, chefs and creators are increasingly looking to the stars for inspiration when it comes to menu-writing, cocktail crafting, food packaging and marketing. I'd order a spinach, artichoke and feta pie from Giordanno's, then make myself an Endless Sunrise cocktail with tequila, Cointreau, crème de cassis, orange juice and a slice of lime. If I ate according to my zodiac sign this week, I'd start with a champagne and rose-flavored lollipop, as well as a cup of coffee, preferably a "subtle and delicate" blend like ReAnimator's Ethiopia Agaro.
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