As Friends turns 30 it's impossible not to reflect on the countless ways the beloved sitcom has influenced culture. Beyond its timeless humour and memorable catchphrases, Friends did something else remarkable – it made food unforgettable.

From Joey’s love of sandwiches to the unlikely obsession with stolen cheesecake, food was not just a prop in the show but a character in its own right. And for the world of food advertising, these moments serve as perfect inspiration for brands to turn typically dull, often bland product ads into fun, creative and highly memorable moments.

Because great food ads don't just sell a product, they tell a story. And who better to learn from when it comes to storytelling than the last 30 years of Friends? The characters’ witty, humorous, and sometimes over-the-top interactions with food demonstrate to marketers the role that food can play when you give it its main character moment. In fact, when done right, it can be just as memorable as Chandler’s one-liners.

“I just gotta change my pants. What was I thinking? Jeans have no give!”

One of the most relatable aspects of Friends is Joey’s relentless appetite. Who could forget his mission to devour an entire Thanksgiving turkey?

Aside from Joey’s melodramatic trouser-related outburst, his sacrificing comfort for just one more bite of turkey is something we can all relate to. When the glistening, sugary doughnuts stacked on a plate in front of you just look that good, your brain might tell you to stop, but your heart and stomach will convince you it is worth sacrificing the top button on your jeans for a moment’s more indulgence.

Chuck Studios' McDonald’s Big Tasty Chilli Cheese advert masterfully uses over-the-top visuals to transform a simple burger into an epic dining experience, much like Joey’s change-of-pants episode. The advert uses exaggeration and mouth-watering imagery to create a sense of awe and desire. Presented as the burger that can't be ignored, it evokes that same feeling of indulgence, where you can't help but reach for just one more bite.

While there's a fine line between avoiding promoting overindulgence and the right amount of moderation, brands can communicate pleasure and satisfaction without crossing into unhealthy territory. Nothing to excess, right? Except maybe if you’re Joey on Thanksgiving.

“You Americans always butcher the French language”

Phoebe’s cookie recipe is another gem that teaches us about the power of humour. Remember when Monica goes on a mission to recreate Phoebe’s grandmother's secret recipe by taste alone? But the secret recipe turns out to be no secret at all and in fact, simply comes from a popular American kitchen staple cookie mix.

It was a moment that truly elevated Nestlé Toll House’s Chocolate Chip Cookie from just another mass-marketing cookie brand to something with historical, traditional and taste credentials. The scene taught us a lesson in how to embrace humour alongside tradition.

Consumers appreciate brands that don't take themselves too seriously, and as this scene shows, even a mass-market brand, with the right storytelling, can become a beloved, and widely shared, staple.

“You risked your life for a sandwich?”

The idea that a sandwich could be worth risking your life for is, of course, ridiculous. But in that exaggeration lies a powerful advertising lesson: play up the product. In a big way. Take a simple item, like a sandwich, and make it sound like the best sandwich the world has ever tasted.

We’ve seen this approach before, like in Reese’s Caramel Big Cup ad, where over-the-top descriptions worked because they tapped into the emotional experience of eating something truly delicious. It was a lesson in how brands can create memorable, humorous, ridiculously exaggerated ads that not only stick with consumers but also make them curious to try the product themselves. 

“It tastes like feet!”

Arguably the funniest food moment from the 236 episodes of the show is Rachel's infamous English trifle. A sticky cookbook and a careless chef resulted in the combination of two traditional English recipes, a trifle and Shepherd’s pie. A bizarre dessert with layers of custard, jam and meat. Unsurprisingly, everyone hated it. Except, of course, Joey.

Rachel’s trifle is a culinary disaster, but it's also a lesson in how to handle mistakes. Not every product will be a hit when creating a campaign. But if brands can embrace mistakes and find humour in them, they can still win over their audience. Own the mistake, make fun of it, and yourself in the process.

KFC’s ‘FCK’ campaign was a masterclass in clever advertising, turning a potential disaster into a brand triumph. The company faced a supply chain issue that led to the infamous #ChickenCrisis. In response, their apology - an ad rearranging the letters of their iconic name to spell “FCK” on a chicken bucket – was a stroke of marketing brilliance.

In today's socially driven world, brands shouldn’t always take themselves too seriously. A little self-mockery and humour can go a long way in making a brand more relatable and engaging.

By embracing lightheartedness and humour, brands can create more authentic connections with their audiences.

Bring fun to the table

The food scenes in Friends are legendary because they elevate ordinary moments - eating a sandwich, baking cookies, or making Thanksgiving dinner - with humour, exaggeration and heaps of personality. These are the same ingredients that make great product advertising.

Brands that can infuse their messaging with creativity will stand out in the crowd, just like Joey, Chandler, and the rest of the gang.

We’re inspired by these moments which show that with the right approach, even the most mundane product can become a star. So, next time you’re planning a food product ad, remember: a sprinkle of humour, a dash of exaggeration and a drop of personality can go a long way.