Read on Twitter
Food and drink brands are exploiting the lockdown to keep the spotlight on junk food.
Have a read of our thread for their 10 techniques...
Have a read of our thread for their 10 techniques...
1. “Sponsoring” the NHS by offloading junk food on healthcare workers.
Overworked keyworkers need nutritious food, not calorie-dense nutrient-poor products. But companies are offloading unsold food and capitalising on free marketing by sponsoring the pandemic heroes
Overworked keyworkers need nutritious food, not calorie-dense nutrient-poor products. But companies are offloading unsold food and capitalising on free marketing by sponsoring the pandemic heroes
2. Playing on our emotions to accelerate sales.
Taking advantage of our grief-stricken state might sound unfathomable but not for junk food brands! Cadburys uses clips of lockdown lived experiences to implore us to be generous. No need to ask Cadburys how we should do that!
Taking advantage of our grief-stricken state might sound unfathomable but not for junk food brands! Cadburys uses clips of lockdown lived experiences to implore us to be generous. No need to ask Cadburys how we should do that!
3. “Helping” to keep kids busy at home.
While busy parents juggle working from home with childcare responsibilities, junk food companies are building brand loyalty with kids. Launching ebooks, games, quizzes & competitions sprinkled with an unhealthy dose of brand advertising.
While busy parents juggle working from home with childcare responsibilities, junk food companies are building brand loyalty with kids. Launching ebooks, games, quizzes & competitions sprinkled with an unhealthy dose of brand advertising.
4. Repurposing the stay home message
Often this comes with an instruction to buy their products as part of a responsible lockdown, of course!
Check out this astonishingly brazen directive from Just Eat positioning ordering a take-away as a charitable act.
Often this comes with an instruction to buy their products as part of a responsible lockdown, of course!
Check out this astonishingly brazen directive from Just Eat positioning ordering a take-away as a charitable act.
5. Making charitable donations
Wherever you look at the moment it seems these brands are doing their bit for the common good. But often it’s the customers doing the donating. Is this really a gesture of goodwill or a PR stunt to win public favour & hush future criticism?
Wherever you look at the moment it seems these brands are doing their bit for the common good. But often it’s the customers doing the donating. Is this really a gesture of goodwill or a PR stunt to win public favour & hush future criticism?
6. Telling us to recreate junk food at home
Giving away your brand’s recipes might seem self-defeating, but in these extreme circumstances, some brands have leapt at the chance to keep us thinking about their products while their stores are closed.
Giving away your brand’s recipes might seem self-defeating, but in these extreme circumstances, some brands have leapt at the chance to keep us thinking about their products while their stores are closed.
7. Imploring us to do their advertising for them.
ITV's #PeoplesAdBreak competition asks us to recreate Haribo & Walkers adverts. Winning remakes are shown on #BritainsGotTalent
- a show which has faced previous scrutiny for cramming in heaps of junk food ads.
ITV's #PeoplesAdBreak competition asks us to recreate Haribo & Walkers adverts. Winning remakes are shown on #BritainsGotTalent
- a show which has faced previous scrutiny for cramming in heaps of junk food ads.
8. Presenting themselves as secure, safe solutions.
Food deliveries are a lifeline to those unable to leave their homes but Deliveroo is using the grey area: copying govt language & capitalising on framing themselves as delivering essential services to advertise unhealthy food.
Food deliveries are a lifeline to those unable to leave their homes but Deliveroo is using the grey area: copying govt language & capitalising on framing themselves as delivering essential services to advertise unhealthy food.
9. Aligning themselves with distantly related worthwhile causes
Brands are aligning themselves with positive social justice causes. Are they building rapport with those of us who want change? Finding allies where their competitors aren't looking? Or is it a distraction technique?
Brands are aligning themselves with positive social justice causes. Are they building rapport with those of us who want change? Finding allies where their competitors aren't looking? Or is it a distraction technique?
10. Advertising as usual
Most subtle but underhand is brands simply continuing to advertise junk as if blissfully unaware of the severe public health crisis. Loathe to give up months of marketing, Maltesers continued to advertise their golden bunny competition through lockdown.
Most subtle but underhand is brands simply continuing to advertise junk as if blissfully unaware of the severe public health crisis. Loathe to give up months of marketing, Maltesers continued to advertise their golden bunny competition through lockdown.
Read the full blog for more analysis: https://www.sustainweb.org/blogs/may20_junk_food_marketing_covid/
Have you spotted any other techniques? Let us know by tagging us
@childrensfood
Have you spotted any other techniques? Let us know by tagging us
@childrensfood
Liked this? Check out the blog by our friends at @OHA_updates who have also been watching junk food advertising during the pandemic. Check out their excellent blog here: http://obesityhealthalliance.org.uk/2020/05/21/if-you-dont-like-whats-being-said-change-the-conversation/
