Social Media Marketing of Gastronomy: Cheese Branding in Spain

We analyse the role of social media as a marketing strategy used by local food producers to promote their brands and associated meanings. With a qualitative approach (visual, content, and semiotic analysis of 2,229 pictures posted in Instagram in the period 2014-2020), we identify six visual categories (product (38.6%), natural heritage (10.1%), socialization and status (9.1%), cultural heritage (8.3%), experiential events (6.0%), and miscellanea (28%)) and twentyfour sub-categories. Results show that Spanish cheeses are mainly promoted as products, followed by other implicit food meanings. For the brands with a greater number of visual posts, solidarity-related elements were also identified. Findings add evidence to the capacity of social media and food-based visual narratives to promote cultures and identities. Food brands are an effective vehicle for transmitting symbolic meanings, contributing to increase local destinations’ awareness and to create value for local stakeholders and visitors through food marketing.