The document proposes a social marketing campaign by Whole Foods called "Bring on the Goodness of Wholesome Eating" to help prevent obesity. The campaign would target obese children, pregnant mothers, and low-income immigrant communities. It would promote healthy eating through recipes using Whole Foods private label products. The campaign would leverage Whole Foods' reputation for healthy, organic foods and spread awareness in obese communities. It would use humor and messaging around identity to persuade people to change behaviors and eat more nutritiously. The campaign would partner with organizations like the American Heart Association and measure its positive financial and social impacts.
Got Milk was campaign started during 1980s in California to stop the decline of Milk consumption in the state. The campaign was designed by CMPB head Jeff Manning and Silverstein Ad agency. The fund for the campaign came from Farmers and Processors. The campaign was runaway hit and was replicated all over U.S. and Europe. The campaign lead to increase in the sales of Milk.
Kids are the Customers: Marketing Local Food in SchoolsJoanRozelle
Marketing local food in your school food service program can be a positive educational experience and a fundraising program for your school. Learn how to create a responsible school food marketing program that is not only directed at students, but includes school administrators, teachers, parents and the community. Also learn how to replace competitive foods (soda pop and other unhealthy vending machine snacks) with healthy, active fundraising campaigns.
Got Milk was campaign started during 1980s in California to stop the decline of Milk consumption in the state. The campaign was designed by CMPB head Jeff Manning and Silverstein Ad agency. The fund for the campaign came from Farmers and Processors. The campaign was runaway hit and was replicated all over U.S. and Europe. The campaign lead to increase in the sales of Milk.
Kids are the Customers: Marketing Local Food in SchoolsJoanRozelle
Marketing local food in your school food service program can be a positive educational experience and a fundraising program for your school. Learn how to create a responsible school food marketing program that is not only directed at students, but includes school administrators, teachers, parents and the community. Also learn how to replace competitive foods (soda pop and other unhealthy vending machine snacks) with healthy, active fundraising campaigns.
Strategy Proposal: 365 by Whole Foods MarketSabina Leybold
This project consisted of creating a marketing campaign proposal to help 365 by Whole Foods Market to launch effectively. I contributed to this strategy by establishing target audience, brand persona, overall campaign strategy, and timeline.
This presentation is all about CSR.How companies contribute their share of business to the society.How society is benefitting through this companies etc
Smart foods campaign : Feed the Future Kenya Accelerated Value Chain Developm...ICRISAT
The Smart Food Kenya campaign is designed to help the Drought Tolerant Crops (DTC) value chain team meet these two objectives: Improve productivity and profitability of DTCs and Improve nutrition status of target population in Kenya (Rural Population:Particularly mothers and caregivers of children under 5 years
Urban Population:Urban middle income consumers)
The Disney brand was associated with fun and magic, characteristics children also associated with food treats such as ice-cream.
Packaged goods manufacturers, fast food companies, and media outlets were subject to criticism from activists and parents who believed these companies contributed to the growing obesity epidemic.
Can Disney Consumer products be successful in such market circumstances?
Youth Farmers’ Market Handbook
`
For more information, Please see websites below:
`
Organic Edible Schoolyards & Gardening with Children
http://scribd.com/doc/239851214
`
Double Food Production from your School Garden with Organic Tech
http://scribd.com/doc/239851079
`
Free School Gardening Art Posters
http://scribd.com/doc/239851159`
`
Companion Planting Increases Food Production from School Gardens
http://scribd.com/doc/239851159
`
Healthy Foods Dramatically Improves Student Academic Success
http://scribd.com/doc/239851348
`
City Chickens for your Organic School Garden
http://scribd.com/doc/239850440
`
Simple Square Foot Gardening for Schools - Teacher Guide
http://scribd.com/doc/239851110
Strategy Proposal: 365 by Whole Foods MarketSabina Leybold
This project consisted of creating a marketing campaign proposal to help 365 by Whole Foods Market to launch effectively. I contributed to this strategy by establishing target audience, brand persona, overall campaign strategy, and timeline.
This presentation is all about CSR.How companies contribute their share of business to the society.How society is benefitting through this companies etc
Smart foods campaign : Feed the Future Kenya Accelerated Value Chain Developm...ICRISAT
The Smart Food Kenya campaign is designed to help the Drought Tolerant Crops (DTC) value chain team meet these two objectives: Improve productivity and profitability of DTCs and Improve nutrition status of target population in Kenya (Rural Population:Particularly mothers and caregivers of children under 5 years
Urban Population:Urban middle income consumers)
The Disney brand was associated with fun and magic, characteristics children also associated with food treats such as ice-cream.
Packaged goods manufacturers, fast food companies, and media outlets were subject to criticism from activists and parents who believed these companies contributed to the growing obesity epidemic.
Can Disney Consumer products be successful in such market circumstances?
Youth Farmers’ Market Handbook
`
For more information, Please see websites below:
`
Organic Edible Schoolyards & Gardening with Children
http://scribd.com/doc/239851214
`
Double Food Production from your School Garden with Organic Tech
http://scribd.com/doc/239851079
`
Free School Gardening Art Posters
http://scribd.com/doc/239851159`
`
Companion Planting Increases Food Production from School Gardens
http://scribd.com/doc/239851159
`
Healthy Foods Dramatically Improves Student Academic Success
http://scribd.com/doc/239851348
`
City Chickens for your Organic School Garden
http://scribd.com/doc/239850440
`
Simple Square Foot Gardening for Schools - Teacher Guide
http://scribd.com/doc/239851110
Marketing may be regarded as comprising four key elements known as the 4 Ps product, price, place and promotion. Food marketing describes any form of advertising used to promote the purchase and or consumption of a food or beverage. It can influence food behaviors by moderating socio cultural elements of the food environment. This paper provides a primer on food marketing. Matthew N. O. Sadiku | Tolulope J. Ashaolu | Sarhan M. Musa ""Food Marketing: A Primer"" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-4 , June 2019, URL: https://www.ijtsrd.com/papers/ijtsrd23640.pdf
Paper URL: https://www.ijtsrd.com/other-scientific-research-area/other/23640/food-marketing-a-primer/matthew-n-o-sadiku
Solving the Toxic Food System in America through Systemic Thinking Bianca Esposito
During my Fall 2016 semester of college, I worked with a team of classmates in my Critical Issues in Organizations course to propose a solution to improve the toxic food system by increasing the demand of healthy food. In order to achieve our mission, we plan on altering food marketing strategies through product, placement, promotion, and price.
Marketing Strategy
Introduction
Health Care Options and Our Audience
Highest ethnicity groups: Hispanic and African American
Highest age group: 65 – 74 and 75+
Low Income families are the highest social group
(Ohio Diabetes 2011 Fact Sheet,” 2011)
Hospitals
Clinics
In-home care
Assistance Programs
The targeted audience for our new Diabetes Program is minority groups aged 65 and older with a low family income. The statistics in Ohio reflect that this audience is the highest social group to be affected by diabetes. (Ohio Diabetes 2011 Fact Sheet, 2011)
Given this market, the marketing campaign must have a wide stretching plan. Social Media, radio, and television will all have to be incorporated into this campaign as the targeted audience has an eclectic skill set for gathering information.
3
Information Sharing
Verbal communication
Technology
Observance of commercials
Group outings.
The mature consumer shares information in a multitude of ways. Verbal communication such as party conversations and small talk are a common way they share information, even about health. Also, more adults in their 60’s are using cell phones and are transitioning into some basic forms of social media. This implicates the mature audience still uses classic forms of information sharing like speaking and writing to each other. This also brings to light that the mature audience also is becoming more aware and utilizing modern technology. Television and radio commercials are a standard and should also be used as the mature audience still rely on classic methods of gathering information.
4
Health Care Reform
Federal health reform that uses “building blocks” approach to build off of the current health insurance system we have today in the United States. While building off of it to provide people with access to health insurance coverage, establish legal protections for consumers, and set up mechanism for consumer to shop knowledgeably for insurance
Effect on new diabetes program
Here is information on what the health care reform is doing for consumers who are looking to pick up insurance or get improvements in their current plans.
The health care reform will not have a very big impact on the consumers who are looking to participating in the new diabetes program that is being promoted by Southern Ohio Mercy Hospital. The primary goal would be that this diabetes program would be covered by insurances as a preventative service for the patient.
5
Health Care Reform Continued
Targeted Audience
Marketing to targeted audience
The targeted audience for the new diabetes program being offered by Southern Ohio Mercy Hospital would be mature adults. The program has been developed to help monitor patient care, admissions and re-admissions that are concerning diabetes health.
With the Health Care Reform and marketing to the targeted audience of mature adults it is essential that they under that that the program is going to be covered ...
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In the dynamic landscape of public health, organizing effective health awareness programs is crucial for creating a lasting impact on communities. A well-structured blueprint can serve as the foundation for success in these initiatives. This article unveils essential tips to guide you through the process, ensuring your health awareness program achieves maximum reach and influence.
I follow customers, and consumers and do not believe in boundaries, and any secular ways of getting separated from those who have a way of sharing. Also- I hate to put the cover page as 'Hey - I am sharing'
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Alongside the 77th World Health Assembly in Geneva on 28 May 2024, we launched the second version of our Index, allowing us to track progress and give new insights into what needs to be done to keep populations healthier for longer.
The speakers included:
Professor Orazio Schillaci, Minister of Health, Italy
Dr Hans Groth, Chairman of the Board, World Demographic & Ageing Forum
Professor Ilona Kickbusch, Founder and Chair, Global Health Centre, Geneva Graduate Institute and co-chair, World Health Summit Council
Dr Natasha Azzopardi Muscat, Director, Country Health Policies and Systems Division, World Health Organisation EURO
Dr Marta Lomazzi, Executive Manager, World Federation of Public Health Associations
Dr Shyam Bishen, Head, Centre for Health and Healthcare and Member of the Executive Committee, World Economic Forum
Dr Karin Tegmark Wisell, Director General, Public Health Agency of Sweden
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1. Bring on the Goodness of Healthy Eating
Social
Marketing
Campaign
Pap Paper by Karishma Sinha, Corporate Social Impact, Date November 10 2009
Social Marketing Campaign: Whole Foods, the world’s largest natural food retailer, enjoys a reputation of being
a progressive trendsetter at the forefront of a green lifestyle revolution in American Life. I propose a social
marketing program around eating healthy, as run by Whole Foods. It will leverage their reputation to
contribute to preventing obesity and maintaining healthy weight by helping overweight individuals adopt and
maintain healthy nutritional practices. The campaign will be part of the bigger wholefoods movement of
spreading awareness around green, organic foods to drive sustainable change towards obese communities.
Value Proposition:
A. Name of the campaign: ‘Bring on the goodness of wholesome eating’- The campaign will extend Whole
Foods franchise by marketing recipes of healthy private label products to needy communities.
B. Target Audience: The campaign will aim at changing behavior of three distinct consumer segments. Primary
School Age Obese Children, the Pregnant Mothers, and the overweight medium to low socio-economic
households community(Hispanics, Chinese, Indians), suffering from mid-life crisis and low self-esteem.
Rationale behind the consumer segments: The earlier the healthy eating patterns are instilled the more likely
they are to be maintained throughout life, and therefore the primary school children will be healthier and less at
risk of lifestyle diseases, e.g. diabetes and heart attack. A child who is overweight has a greater chance of
becoming an overweight adult. A teen with "baby" fat has a 75 percent-plus chance of becoming overweight.
Primary school children will have a ripple effect on others in the family i.e younger children, teenagers, and
parents. Focus on pregnant obese women will lay the foundation for a healthy eating lifestyle. Immigrants from
low socio-economic household income community suffer from cultural variations around types of food eaten.
Whole Foods can aim at reducing the effect of cultural drivers on obesity by educating about the green revolution.
Scale of the campaign: Shrink the change by targeting small yet achievable audience. To target 30% of children,
who are spread around four states (the states that are marked high on obesity). The four states with alarming
levels of obesity include Mississippi, Alabama (31.2 percent), West Virginia (31.1 percent), and Tennessee (30.2
percent).
Overall Approach and Tactics:
1. Theoretical Context around ‘the wholesome campaign’: The wholesome eating campaign will be
constructed around two theories. One, is the Implementation Intentions Theory that will be useful for
encouraging repetitive behavior. Eating healthy will be similar to running a marathon (similar to Godiva
Relay race). The target audience will set time and place to start by practicing healthy portion of eating at regular
intervals. The campaign will show pictures of the journey rather than the end goal. Second, is Persuasion
Knowledge Model. It will recognize skepticism around eating unhealthy. The campaign can do counter
marketing by spreading negative message around eating nutrition deficient food.
2. Marketing Objectives and Goals:
Branding and Creative Idea: The tone of the campaign will be credible and persuasive yet humorous. Refer
Appendix 1 for the humorous themes appealing to identities of obese people. Some of the big ideas talk about
‘You are what you eat’. Also the greenness of Whole Foods can be emphasized by creating sponsorships
and cross-promotions between buying a vegetable and green technologies- Eg. Eat Spinach and win a Green
Laptop by Apple. The message will be values based rather than prescriptive.
2. Bring on the Goodness of Healthy Eating
Social
Marketing
Campaign
Pap Paper by Karishma Sinha, Corporate Social Impact, Date November 10 2009
Product: Core Product Benefits: The campaign will not only communicate the change but reward the change
through incentives. The campaign will be linked directly to actual products sales of 365 Everyday Value, the
private label of Whole Foods.
Augmented Product Benefits: 1) Cause Marketing – Every unit sold of the 365 Everyday Value brand will
trigger a donation to the cause of obesity. 2) Green Marketing- the wholesome eating campaign will be in sync
with the company’s corporate vision of environmental friendliness 3) Cause Sponsorship- The brand will enter
into sponsorship agreements with other labels such as Kellogg, Unilever to help create funds for supporting the
cause.
Price and Promotion: The budget could be small and focus on small-scale events such as improving nutrition
in schools and early childhood centers, Student health promotion, Youth focused websites.
Channels: Hispanic TV, Children TV Channels- Disney, Nickelodeon, Health Magazines. Tap school network,
community gathering, sports groups, poor population pockets within the 4 identified states, radio advertisement,
and public speaking engagements.
NGO Partnership: Whole Foods can create partnership with the American Heart Association to co-manage
the Social Marketing Campaign of ‘Wholesome eating’. Open dialogue with influencers from the NGO to
promote cause sponsorship around the campaign.
3. Stakeholders Analysis and net impact of the campaign:
Since the campaign is linked to product sales of organic food, and cause sponsorship, it will create positive
financial and social outcome. Positive implies positive impact of the campaign on the bottom-line. Also the
campaign will enable investors and shareholders to be happy as it would push Whole Foods private label.
Regulators will not influence Whole Foods as much as they would influence NGOs. Local Communities will
create positive bottomline impact by influencing the reputation of the brand.
Consumers Investors Regulators Employees Local Communities
Bottom Line
Social Positive Positive
Less
Pressure
compared to
NGOs (No
Impact) Positive Positive
Bottom Line
Environmental Positive Positive No Impact Positive Positive
Bottom Line
Financial
Negative
(discounting
can create
negative
impact) Positive No Impact Positive
5% of Whole Foods
After Tax Profits to
NGOs
4. Stages of Activation of the Campaign:
3. Bring on the Goodness of Healthy Eating
Social
Marketing
Campaign
Pap Paper by Karishma Sinha, Corporate Social Impact, Date November 10 2009
The key message around Wholesome Eating is to create simple everyday changes in behaviour, based on
practical steps that will improve health and make audience feel more positive. After the first wave of TV and
Radio Advertisements it is critical to use below the line approaches to reinforce the social marketing messages.
For Whole Foods to help drive the change persuasively, they need to link their corporate social responsibilities
to the different stages of the campaign.
Stage 1- Pre-Launch: Work on (obesity)cause related donations to charities to promote corporate citizenship
(traditional do-gooding)
Stage 2- Launch: Create social enhancement for the company by communicating social benefits related to
Whole Foods Products. Create promotional campaign by promoting five minutes recipes that stress the
importance of starchy foods, fruit and vegetables, fish etc.
Stage 3-Accelerate the campaign: Focus on Whole Foods social transformation by adding new offerings.
Create cross-promotions with other brands, green products to stimulate demand for the 365 brand.
Stage 4-Focus on Scalability: SCALERS – increase staffing, improve the communication, focus on alliance-
building with a lot of Food companies such as Kellogg, Kraft, Unilever, Danone, focus on lobbying, earnings-
generation, replicating, and stimulating market forces to scale up the campaign.
5. Barriers to the campaign and Recommended Actions:
There could be several barriers to the campaign. Some of the earlier social marketing campaigns around eating
healthy, such as Fiber consumption program by Kellogg, could only be successful due to the extensive exposure
given to the campaign. The food pyramid campaign by the Government was unsuccessful due to the lack of
clarity and low-engagement levels of the pyramid with the audience. Some of the possible barriers to ‘Goodness
of Wholesome Eating’ campaign might be:
1. Information overload to the target audience. Since they would be target for many programs with
different and competing messages, the campaign might not leave a long-lasting impact on them.
2. Lack of knowledge and skills to prepare healthy food.
3. Cost of a healthy diet: For the poor target pockets, there could be lack of money to allocate to expensive
food from Whole Foods, lack of refrigerator to store perishable food, and the inability to afford repeat
purchase.
4. Conflict of interest between the government run campaigns with that of WholeFoods.
4. Bring on the Goodness of Healthy Eating
Social
Marketing
Campaign
Pap Paper by Karishma Sinha, Corporate Social Impact, Date November 10 2009
APPENDIX 1
5. Bring on the Goodness of Healthy Eating
Social
Marketing
Campaign
Pap Paper by Karishma Sinha, Corporate Social Impact, Date November 10 2009