As part of its 'Food for Life' campaign, this new marketing project by frozen food giant Birds Eye aims to cash in on people’s obsession with photographing food and sharing the pics online. 

The idea came about from a survey which revealed how more than half of the Brits took pictures of their meals on a daily basis.



The 'pay-by-picture' concept involves serving customers two-course meals which they can just snap and upload on Instagram along with a special hashtag to advertise their menu.

They even went so far as to hire a food photographer 'expert' to help teach customers how to take high quality photographs instead of just snapping sloppy pictures of their food.

[The Daily Beast]