Can I reuse the same photos on the menu, on social and in ads?
Yes, the same plate, if each placement has its crop: whole on the menu, readable in the ad, and the story does not spend the only copy. The same uncropped jpg does not work, because the feed cuts the bun and the banner pixelates.
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Note the three places and the format of each before the shoot. The miss in Madrid is stretching the vertical until it becomes the printed menu. The folder brings the plate in the crops you asked for, not a single file to force into all of them.