Planning a food advertisement campaign begins with identifying who your clients are. You have to ask them why they want to purchase your products and why they want to use your brand. The key to your campaign being successful is to have a clear idea of who it is that you are talking to in your advertising. If you are struggling with how to develop a PR strategy then a Food PR Agency such as https://www.leapfrogpr.com/food-pr/ can help you out.
Once you have a clear picture in your mind of the types of people that buy your products and services you can start to plan your advertising around what their needs, wants and interests are. This will include looking at the language and tone of voice that you use on your website as well as the images that you use.
It is also important to look at the strategy across all of your marketing channels and not just over one. This will include any blogs that you are writing on your website, the posts that you put out across social media and any information that you have in printed marketing formats. It may also include any signage and branding that you have inside of your food business. The key to this all is consistency and planning.