De Marketing Cues van Voedselverpakkingen
@TimSmitsTim – KU Leuven
Thanks to:Tine Mathues & Silke De Win
Etmaal CommunicatieWetenschap – Wageningen – February 2-3 2014
Focus: Child-targeted packaged foods
Marketing often called culprit for childhood
Dominant areas of effects research:
Effects of TV or TV-ads exposure
Effects of endorser advertising
Marketing exposure broader than TV
Other marketing tools than endorsers
Some previous studies on actual food packaging
Packaging = “last moment of truth”
Aid recall of campaign cues ~ endorsers
Chapman et al. (2006) – Australia
“food promotions were defined as marketing and sales promotions used on food labels
or as food packaging designed to entice consumers to buy a product at the point-ofsale”
Julian & Holdsworth (2008) – UK
83% of all promotions: cartoon characters
58% of all promotions for “less healthy foods” (FSA criteria; binary coding)
Cereals most likely to use multiple techniques
Van Assema et al. (2011) – The Netherlands
Endorsers most popular
90% of “marketed” foods for the unhealthy category (Voedingscentrum)
Belgian supermarket offerings? In 2013?
Relation between MarCom cues & Healthiness?
National brands vs Private labels?
16 food categories in a Belgian retailer
Child-focused (-12 years)
Healthiness (FSA nutrient profiling model; binary – cont)
Endorsers, premiums, CTAs, games, promotions, claims
(health, product), consumption illustration, premium
packaging, premium product design, colors
In regression analyses:
What predicts a product’s unhealthiness?
Nutrition claims (-)
Illustration or promotion (-)
Characteristic color use (-)
Product design (-)
Package design (-)
DISCUSSION & CONCLUSION
Up-to-date overview of BE supermarket offerings
Regulation & Pledges are only a manifest radar
and much goes “undetected” to policy
Research agenda for children-and-persuasion
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