Eye On Marketers

Marketing has a profound affect on the foods we eat and the beverages we drink, yet most of that marketing is for products we should avoid. BMSG monitors the media to help keep advocates informed of the tactics food and beverage companies use to target children, communities of color, and other groups that are particularly susceptible to the health harms these products cause.
Source: Broadcasting Cable
Thursday, April 23, 2015

Nielsen shopping data shows that Latino consumers spend more money than other racial groups on packaged foods (as well as other consumer goods), causing analysts to recommend targeting Latino consumers. Goya is offered as a specific example of a food company successfully appealing to Latinos by targeting their products to that population.

Source: Time Magazine
Thursday, April 23, 2015

A new report found that more than half of the foods advertised on child-targeted TV shows don't meet the recommended government nutrition guidelines. Some of the framing throughout keeps the focus off industry actions, though the study's author does address industry accountability when she suggests that companies advertise those foods that do meet nutritional recommendations. She stops short of calling for policies that would protect children from being bombarded by unhealthy advertisements.

Source: Progressive Grocer
Wednesday, April 22, 2015

The supermarket company is partnering with the campaign to offer nutrition education concerts across several states. In a corporate social responsibility move, the partnership allows the company to show support for child nutrition while marketing their stores. Meijer has committed to bringing a greater diversity of fruits and vegetables to its store in order to appeal to children and their parents who attend the concerts. 

Source: PR Newswire
Tuesday, April 21, 2015

McDonald's is hosting its Second Annual Community Choice Youth Awards, where African-American youth are honored for service to their communities. The corporate social responsibility move is an opportunity for McDonald's to appeal to African-American youth while appearing concerned with the needs of the community.

Source: QSR Magazine
Tuesday, April 21, 2015

A new report released by the digital marketing agency Deep Focus states that Generation Z, 7-17 year-olds, have a lot of power over food choice within their families. The report labels this age group as "the new foodies" and encourages brands to target youth saying, "brands who aren't targeting them today do need to start paying attention. Companies are also encouraged to target them now because they will be future consumers and building brand loyalty can generate future sales."

Source: Media Post
Tuesday, April 14, 2015

Movie tie-ins are a classic marketing strategy that food and beverage makers use to appeal to youth, and Subway's latest partnership aligns the brand with one of the most anticipated movies of the summer. Subway's partnership with Avengers: Age of Ultron includes a number of promotions designed to appeal to young customers and their families.

Source: Ad Age
Friday, April 10, 2015

Coke plans to expand its popular "Share a Coke" campaign, which specifically targets teens and Millennials using Coke products branded with first names that are common in those age groups. This summer, the expanded campaign will feature more names, package sizes, and formats - and presumably will appeal to even more young consumers. 

Source: The Conversation
Friday, April 10, 2015

A marketing professor from the University of Oregon succinctly explains complex marketing concepts and how they hijack children's food preferences in this article that pushes for more substantive improvements to children's food environments. The article includes the media bite, "It is difficult to celebrate Burger King's delinquent reform to product offerings directed to children. It is like being self-congratulatory about finally cleaning out the refrigerator as the rest of the house burns."

Source: Food Politics
Thursday, April 9, 2015

Digital privacy advocates are pursuing a new frontier in digital marketing to kids - junk food advertising on YouTube for kids. Advocates chide YouTube Kids for mixing advertising and programming in a way that deceives young children, featuring branded channels for companies such as McDonald's, and distributing segments that appear to be user-generated without disclosing business relationships.

Source: Media Post
Thursday, April 9, 2015

Snicker is using classic digital marketing strategies (infiltrating social networks and soliciting user-generated content) to connect with youth internationally. The company has recruited popular video bloggers to make videos for their "You're Not You When You're Hungry" campaign - the 13 "vloggers" represent eight countries and have more than 7 million subscribers, many of them young people.

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