Andrew Cheyne presentation at 2011 Access to Healthy Foods Summit


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Andrew Cheyne, CPhil, discusses new, non-traditional marketing strategies being employed by the food industry. Presented at the 2011 Access to Healthy Foods Summit in Seattle, WA.

Published in: Health & Medicine, Business

Andrew Cheyne presentation at 2011 Access to Healthy Foods Summit

  1. 1. Understanding Marketing & <br />Its Relationship to Healthy Food Access<br />Access to Healthy Foods Coalition<br />Access to Healthy Foods Summit 2011<br />Seattle, June 23 2011<br />Andrew Cheyne, CPhil<br />
  2. 2. The problem<br />Why companies market<br />How marketing works<br />Examples of contemporary marketing practices<br />Opportunities to improve access to healthy foods through marketing<br />
  3. 3. The Problem:<br /> Ubiquitous Marketing<br /><ul><li>Food and beverage companies spend almost $2 billion marketing to youth annually -FTC 2008
  4. 4. They mostly market unhealthy products:
  5. 5. 68.5% of CFBAI-advertised products are USDA “Whoa” foods -Children Now 2009
  6. 6. Overall, teens are seeing more food ads </li></ul>–Powell & Chaloupka 2011<br />
  7. 7. The Problem:<br /> Children as Media Consumers<br /><br />
  8. 8. The Problem:<br /> Children as Media Consumers<br /><br />
  9. 9. The Problem:<br /> Children as Media Consumers<br />- Kaiser Family Foundation 2010<br />
  10. 10. The Problem:<br /> Unhealthy Environments<br /><br /><br />
  11. 11. Why Companies Market<br /> McDonald’s Website Targeted to Preschoolers<br />
  12. 12. Why Companies Market<br />The Pepsi Refresh Project<br /><br />
  13. 13. Why Companies Market:<br />It Works!<br /><ul><li>Food and beverage marketing targeted to children ages 12 and under leads them to request and consume high-calorie, low-nutrient products. Institute of Medicine, 2005</li></ul><br />
  14. 14. How Marketing Works<br />The 4 P’s: Product<br />
  15. 15. The 4 P’s: Product<br />A soda is a soda?<br /><br /><br />
  16. 16. The 4 P’s: Price<br />The Battle Over Taxing Soda,David Leonhardt, The New York Times, May 18, 2010<br />
  17. 17. The 4 P’s: Price<br />http://<br />
  18. 18. The 4 P’s: Place<br /> Location and place targeting <br />Real-world behavioral targeting <br />Time of day <br />Weather<br />-<br /><br />
  19. 19. The 4 P’s: Product - <br />Dorito’s Hotel & Asylum 626<br />
  20. 20. How Marketing Works: <br />Integrated Marketing Communications<br />Capris Suns “Respect The Pouch” Campaign<br />
  21. 21. Current Marketing Practices<br />, targeted to elementary aged children<br />
  22. 22. Current Marketing Practices<br /><br />
  23. 23. What can be done? <br />Moving policy “upstream”<br />
  24. 24. Improving Access to Healthy Foods:<br />Healthy Sells<br />Shasta County Wal-Mart Healthy Checkout<br />"Kids Make a Stand” Sales were strong from the start and soon the Wal-Mart opened one more healthful checkout stand, along with refrigerated "cold boxes”<br />offering 100 percent fruit juices, <br />low-fat yogurt and fresh fruits and <br />dips such as sliced apples and peanut butter. <br /> <br /><br />
  25. 25. Improving Access to Healthy Foods:<br />Healthy Sells<br />South Los Angeles Los Compadres<br />Corner Store Makeover Project<br /> <br /><br /><br />
  26. 26. Improving Access to Healthy Foods:<br />Promote Healthy Foods<br /> <br />General Mills’ Cascadian Farms:<br />Using Farmville to Promote Blueberries<br />
  27. 27. Improving Access to Healthy Foods:<br />Stop Marketing Unhealthy Foods<br />Center for Science in the Public Interest Recognizes Mars as having the best self-regulation: <br />No Marketing to Kids<br /><br /><br />
  28. 28. Improving Access to Healthy Foods:<br /> Support Current Policy Efforts<br /><ul><li>The Interagency Working Group has proposed voluntary nutrition and media industry standards on marketing to children
  29. 29. Sign the Food Marketing Working Group letter, contact:
  30. 30. Bethany Hanna Pokress at
  31. 31. Deadline is Monday July 11th
  32. 32. Submit comments to the IWG:</li></ul><br />
  33. 33. More resources available at <br /><br /><br /> <br />
  34. 34.
  35. 35.
  36. 36. The 4 P’s: Price<br /><br />
  37. 37. The 4 P’s: Price<br />Andreyeva et al, AJPH, 2010<br />
  38. 38. How Marketing Works:<br />Dorito’s Hotel & Asylum 626<br />
  39. 39. Policy Actions: Product<br /><ul><li>Ban products that are health or safety threats outright: e.g., ban on soda in schools.
  40. 40. Regulate a product directly, including what, when, where and how products are sold.
  41. 41. Impose product standards: e.g., foods sold as a complete “meal” must not exceed predetermined limits for calories, fat, salt, etc.
  42. 42. Impose product labeling requirements: e.g., require chain restaurants to provide nutrition info on menus.</li></li></ul><li>Policy Actions: Place<br /><ul><li>Map the location of marketing in a community.
  43. 43. Ask grocers to designate “Candy-Free Check Out Aisles.”
  44. 44. Pass a sidewalk encroachment ordinance.
  45. 45. Use CUP process to put moratorium on new fast food outlets.
  46. 46. Require candy and/or snack foods to be sold only from behind store counters.</li></li></ul><li>Policy Actions: Promotion<br /><ul><li>Ask retailers not to display any in-store promotions that use cartoon characters to promote unhealthy foods.
  47. 47. Ban giveaways of toys or other promotional items with unhealthy foods.
  48. 48. Pass a local resolution against marketing to kids.
  49. 49. Support federal restrictions on food advertising during kids’ TV, use of cartoon characters for unhealthy products. (Sen. Harkin)</li></li></ul><li>Policy Actions: Promotion<br /><ul><li>Make certain snack foods and/or sodas more expensive by taxing them.
  50. 50. Levy regulatory fees (an additional business license fee) on retailers who sell sweetened beverages, or on restaurants.</li></ul> In either case, the money raised can support public health promotion programs.<br />