Commercial Food Photography: A 2,800-Mile Road Trip for Lidl Ireland
One of the most rewarding aspects of being a professional photographer in Ireland is the opportunity to step into diverse working environments. Last year, Lidl Ireland commissioned me to document their local producers for the 2021 Christmas brochure. Having collaborated with Lidl on several occasions, I knew this meant one thing: a comprehensive road trip across the island to capture the people behind the products.
juniper berries
The Importance of a Photographic Brief For a project of this scale—covering multiple locations and stakeholders—the preparation begins long before I pick up the camera. A detailed photographic brief is essential. It outlines the "who, what, where, and when," but more importantly, it defines the deliverables and the intended use of the images. Understanding Lidl’s brand values allows me to represent their producers authentically, ensuring a smooth flow from the first shutter click to the final print.
Logistics and Route Planning Executing a shoot that spans 2,833 miles requires meticulous groundwork. This involves coordinating availability with various producers and efficient route planning. Navigating the Republic of Ireland has become significantly easier with the Eircode system, allowing for "to-the-door" precision. My goal is always to minimize backtracking, reducing unnecessary costs and maximizing the time spent on location.
The Photography Brief
An important part of a photographers shot preparation.
On Location: West Cork Distillers, Skibbereen Arriving at a food production facility involves more than just setting up lights. Health and Safety (H&S) compliance is paramount. From standard industry forms to rigorous Covid-19 protocols—including on-site PCR testing in some instances—the safety of the facility and the team is the first priority.
Preperation
Route planning with Google Maps
Once cleared, I begin by scouting the location for the best angles. This particular trip took me to West Cork Distillers in Skibbereen, suppliers of whiskey and gin to Lidl. Having previously photographed their whiskey production—learning about the "angel's share" lost to evaporation during maturation—I was excited to document the gin-making process this time.
Picture from First Photoshoot, John O Connell Director at West Cork Distillers Ltd
Capturing the Craft of Gin Production I hoped to find traditional copper stills, and I wasn't disappointed. The facility features three magnificent Italian copper kettles. It was a privilege to photograph Deirdre Bohane, one of Ireland’s few female distillers, at work. Capturing the textures of the copper, the raw botanicals like juniper berries, and the finished "Wild Burrow Irish Gin" required a blend of industrial and food photography techniques.
One of Ireland's few female distillers - Deirdre Bohane
This project was a testament to the scale of Irish food production and the miles a commercial photographer will go to tell a compelling brand story.
A bottle of the finished product - Wild Burrow Irish Gin
