Schneiders vs. SchnAIders

Agency: FUSE Create


AI is increasingly blurring the line between what’s real and what’s fake, be it in images of people, art, and even food. In fact, as recently as March 2024, a study claimed that AI-generated food images looked “tastier” than the real deal. Schneiders, the 134-year-old deli meat brand, known for delicious tasting, premium meat products, takes as much pride in the quality of their food as they do in the quality of their food photography.

Schneiders depends on tasty-looking food photography content to drive engagement, interest, and affinity. And using real food photography is imperative to the brand, a brand that uses words such as “authentic”, “quality products”, “unparalleled taste”, and “craft” to describe its long history and its food.

So, when the March 2024 study suggested that AI-generated food images were “tastier” than real food, Schneiders took it personally, and put their hand-crafted, authentic, real food photography to the test, to see if AI could come up with photos that weren’t just tastier-looking than real food photography, but more delicious than Schneiders.

What did we learn? AI might be able to generate realistic-looking food imagery, but it can’t compete with 134 years of real food quality.

This professional campaign titled 'Schneiders vs. SchnAIders' was published in Canada in April, 2024. It was created for the brand: Schneiders, by ad agency: FUSE Create. This Content and Digital media campaign is related to the Confectionery, Snacks and Food industries and contains 5 media assets. It was submitted 2 months ago by Marketing & PR Manager: Vanessa of FUSE Create.


Executive Creative Director: Steve Miller
Copywriter: Sam Rudykoff
Art Director: Lia MacLeod
Group Account Director: Lindsay Ditkofsky


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