‘The Midas Touch’ is a photographic series, critiquing how some people might spend a higher amount on a product if they know their is one element, in said product, that makes it appear to look more visually appealing. In John Berger’s Ways of seeing he speaks about how most publicity campaigns sell glamour to make it more appealing to the public. This project could be seen as a mockery of this idea by covering Tesco value products with edible 24 carrot gold, knowing that one might be more likely to spend more on this product.