Brands often guilt-trip us into making a purchase. Starbucks, for example, wants us to maximize their rewards programme by offering bonus rewards whenever we buy a cup of nitro cold brew coffee. Theatres offer free passes to platinum credit cardholders. Pedigree airs an ad of a pupper pouncing over a ball. Watch this TED Talk as Cindy Shelda, creative director of Vancouver design firm SWCA, talks about how F&B companies seduce us in groceries and spark a hisft in thinking around consumer choice.