Although millennials still seem to love it, not everyone is a fan of "foodstagramming" your food—indeed, some top restaurants even ban it—and now Bru Mineral Water, a Belgian brand, is taking a stand against it with a specially designed dinner plate.
Created by FCB-owned agency Happiness Brussels, the handmade plates are printed with a QR code that sends a message to everyone who takes photos of their food, directly within the camera screen of the smartphone. Just pointing a mobile phone camera at the plate reveals the message from Bru: "Nice photo! But don’t forget to enjoy your dining companions as well."
The plates, designed by ceramic designer Martine Keirsebilck, are available for restaurants and individuals on Bru's website. The first registrants will receive the plates for free, and over 150 restaurants requested them in the three days following launch.
It's part of an ongoing campaign by the brand to get diners to put down their smartphones, called "Bru Table Mode." It launched last September and encouraged restaurants across Belgium to display a sticker on the front door saying "This restaurant is in Bru Table Mode" and asking diners to put aside their devices while they eat.