1. Survey
Have you ever tried a food product because you liked the commercial?
Have you ever taken your family to a fast food restaurant that you wanted to visit?
Have you ever visited a fast food restaurant because of the prizes they give away with a meal?
Do you own any clothing that contains food slogans or logos?
Can you think of any healthy food advertising campaigns as popular as unhealthy ones?

2. How well do you know your A-B-C’s?

5. Brands and Children
By age 10, a child has memorized between 300 and 400 product brands
By the time they are 5 years old, children have seen an average of more than 4,000 television commercials for food annually.
it has been shown that children who watch television the most choose the least nutritional between two products. In Quebec for example, 73% of food products that are advertised during peak viewing times are not part of Canada’s Food Guide to Healthy Eating.

6. ADVERTISING TECHNIQUES & FOOD

7. How do food companies get us to buy their products?
ADVERTISING!
Marketing companies use a variety of advertising techniques in a variety of forms (magazines, newspapers, flyers, radio, billboards, television, movies, the internet)
These strategies are used in hopes of convincing you to buy their product or service

8. What foods are being advertised?
Mainly unhealthy and non-nutritious food!
Sugar-sweetened cereal and candy are among the Top 5 of the most advertised products
Industries spent 1178 times the amount attributed for the governmental campaign promoting a healthy diet. Over $11 billion against $9.5 million
for each dollar invested by the World Health Organization (WHO), for the promotion of healthy eating, 500 dollars are spent in the agri-food industry to promote all types of products

9. Think about recent food advertisements you’ve seen, are they advertising:
Fast food?
Healthy food?
Energy drinks?
Restaurant meals?
Fresh produce?

10. Now name these Ontario-grown vegetables:
Kale, Heirloom carrots, celeriac (or celery root)

11. Name these Ontario-grown fruits:
Honeydew melon, Gooseberries, Apricots

12. What food are these plants growing?
Rhubarb and Pumpkin/squash

13. Name these whole grains:
Quinoa, Wild Rice, Whole oats

14. Who do they target? Children!
they aim to increase brand awareness, a preference for the brand and finally, loyalty to the brand.
Eating habits, which are forged as early as childhood, are for the most part still present in adulthood.

15. Why target children?
In Canada only, children influenced family purchases to the amount of $20 billion in 2004
Food
Child’s Influence
Candy
89.9%
Cereal
82.8%
Dairy
82.3%
Beverages
71.1%
General Foods
27.5%
Prepared Foods
26.5%

16. Marketing to Children

17. Differences in advertisements
A study conducted by Yale University has shown that the cereal that is advertised to children generally contain 85% more sugar, 65% less fibre and 60% more sodium than the cereal advertised to adults

18. Advertising Techniques

19. LIMITED INFORMATION
Advertisement will give you only the facts that encourage you to buy, not the whole story

20. POSITIVE IMAGES
Advertisement uses images of things people positively about
Associates a fun and joyful situation with a product even though it is unrelated to the actual product
For example, happy family times together, cute kids, etc.

23. TESTIMONIAL or CELEBRITY ENDORSEMENT
The endorsement of a product by a well-known person or organization
Advertisement shows popular performers, athletes, actors, musicians, etc. promoting the product

25. APPEAL TO BASIC NEEDS
Advertisement tried to convince you that it helps you meet your basic needs
Or implies you will feel or look better with the product
For example, the basic need to EAT (while still paying the rent)

26. Or your desire to have a more toned body

27. SCARE TACTICS
Advertisement may play on people’s fear by claiming their product can prevent or relieve symptoms
For example, their fear of being FAT

28. Anti-smoking ads are pretty famous for using scare tactics

29. FALSE CLAIMS
Advertisement makes claims that are not true, such as fast or guaranteed results
For example, super fast weight loss

30. INFOMERCIALS
TV ads made to look like regular consumer programs or television news reports
For example, exercise products – made to seem like they are just regular people who have had great success with the product – when they are in fact paid actors

32. COMFORT & ENJOYMENT
Associates a fun and joyful situation with a product even though it is unrelated to the actual product

33. SHOCK TREATMENT
Uses elements of surprise, the unexpected, or something controversial – though not necessarily scary like scare tactics
For example:

34. Often relate to sexy ads.... (sex is shocking!)

35. More often used in clothing, accessories, fragrance, etc
More often used in clothing, accessories, fragrance, etc., than food ads...

36. HUMOUR
Presents the product in a funny way in hopes that laughter will win your business
For example: “Food tastes better with Hellman’s ketchup”

37. SNOB APPEAL
Emphasizes that you are doing the ‘elite’ and ‘rich’ thing if you use their product
For example:

39. The end