1. Understanding Marketing &
Its Relationship to Healthy Food Access
Access to Healthy Foods Coalition
Access to Healthy Foods Summit 2011
Seattle, June 23 2011
Andrew Cheyne, CPhil

2. The problem
Why companies market
How marketing works
Examples of contemporary marketing practices
Opportunities to improve access to healthy foods through marketing
3. The Problem:
Ubiquitous Marketing

Food and beverage companies spend almost $2 billion marketing to youth annually -FTC 2008

4. They mostly market unhealthy products: 5. 68.5% of CFBAI-advertised products are USDA Whoa foods -Children Now 2009 6. Overall, teens are seeing more food ads Powell & Chaloupka 2011
7. The Problem:
Children as Media Consumers
http://www.cleancutmedia.com/tv-shows/tv-medias-influence-on-child-development
8. The Problem:
Children as Media Consumers
http://www.topnews.in/exposure-mass-media-affects-children-294987
9. The Problem:
Children as Media Consumers
- Kaiser Family Foundation 2010
10. The Problem:
Unhealthy Environments
http://usfoodpolicy.blogspot.com/2005/09/posters-for-mcdonalds-and-childhood.html
http://www.communityhealthpriorities.org/conversation/comments/1520/
11. Why Companies Market
Ronald.com: McDonalds Website Targeted to Preschoolers
12. Why Companies Market
The Pepsi Refresh Project
http://www.youtube.com/watch?v=Xb9Kby9_NBQ
13. Why Companies Market:
It Works!

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

http://agusia19.blogspot.com/2009/03/pester-power.html
14. How Marketing Works
The 4 Ps: Product
15. The 4 Ps: Product
A soda is a soda?
http://thesocietypages.org/socimages/files/2010/10/soda1.jpg
http://sugarstacks.com
16. The 4 Ps: Price
The Battle Over Taxing Soda,David Leonhardt, The New York Times, May 18, 2010
17. The 4 Ps: Price
http://http://www.ers.usda.gov/Publications/err100/err100.pdf/socimages/files/2010/10/soda1.jpg
18. The 4 Ps: Place
Location and place targeting
Real-world behavioral targeting
Time of day
Weather
- Brightkite.com
http://au.news.yahoo.com/a/-/newshome/8704716/smartphone-stalking-dangers/4/
19. The 4 Ps: Product -
Doritos Hotel & Asylum 626
20. How Marketing Works:
Integrated Marketing Communications
Capris Suns Respect The Pouch Campaign
21. Current Marketing Practices
McWorld.com, targeted to elementary aged children
22. Current Marketing Practices
http://www.treehugger.com/happy-meal-1-year.jpg
23. What can be done?
Moving policy upstream
24. Improving Access to Healthy Foods:
Healthy Sells
ShastaCounty Wal-Mart Healthy Checkout
"Kids Make a Stand Sales were strong from the start and soonthe Wal-Mart opened one more healthful checkout stand,along with refrigerated "cold boxes
offering 100 percent fruit juices,
low-fat yogurt and fresh fruits and
dips such as sliced apples and peanut butter.

http://www.californiaconvergence.org/gallery/story/wal-mart-shasta-county
25. Improving Access to Healthy Foods:
Healthy Sells
South Los Angeles Los Compadres
Corner Store Makeover Project

http://www.marketmakeovers.org/mmtv/before/heac-anecdotes/los-compadres-before-pix
http://www.marketmakeovers.org/mmtv/after/heac-anecdotes/los-compadres-after-pix
26. Improving Access to Healthy Foods:
Promote Healthy Foods

General Mills Cascadian Farms:
Using Farmville to Promote Blueberries
27. Improving Access to Healthy Foods:
Stop Marketing Unhealthy Foods
Center for Science in the Public Interest Recognizes Mars as having the best self-regulation:
No Marketing to Kids
http://www.mars.com/global/global-brands.aspx
http://cspinet.org/new/pdf/marketingreportcard.pdf
28. Improving Access to Healthy Foods:
Support Current Policy Efforts

The Interagency Working Group has proposed voluntarynutrition and media industry standards on marketing to children

29. Sign the Food Marketing Working Group letter, contact: 30. Bethany Hanna Pokress at bpokress@cspinet.org 31. Deadline is Monday July 11th 32. Submit comments to the IWG:https://ftcpublic.commentworks.com/ftc/foodmarketedtochildreniwg
33. More resources available at
http://www.phlpnet.org/phlp/webinar-archive
www.bmsg.org/
www.digitalads.org
34. 35. 36. The 4 Ps: Price
http://www.yaleruddcenter.org/resources/upload/docs/what/industry/SodaTaxNEJMApr09.pdf
37. The 4 Ps: Price
Andreyeva et al, AJPH, 2010
38. How Marketing Works:
Doritos Hotel & Asylum 626
39. Policy Actions: Product

Ban products that are health or safety threats outright: e.g., ban on soda in schools.

40. Regulate a product directly, including what, when, where and how products are sold. 41. Impose product standards: e.g., foods sold as a complete meal must not exceed predetermined limits for calories, fat, salt, etc. 42. Impose product labeling requirements: e.g., require chain restaurants to provide nutrition info on menus.