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Lessons for public health campaigns from analysing commercial food marketing success factors: a case study

Jessica Aschemann-Witzel, Armando Perez Cueto Eulert UGent, Barbara Niedzwiedzka, Wim Verbeke UGent and Tino Bech-Larsen (2012) BMC PUBLIC HEALTH. 12.
abstract
Background: Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. Methods: In this case-study analysis, 27 recent and successful commercial food and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through discussion structured by a card sorting method. Results: Six clusters of success factors emerged from the analysis and were labelled as “data and knowledge”, “emotions”, “endorsement”, “media”, “community” and “why and how”. Each cluster subsumes two or three success factors and is illustrated by examples. In total, 16 factors were identified. It is argued that the factors “nutritional evidence”, “trend awareness”, “vertical endorsement”, “simple naturalness” and “common values” are of particular importance in the communication of health with regard to food. Conclusions: The present study identified critical factors for the success of commercial food marketing campaigns related to the issue of nutrition and health, which are possibly transferable to the public health sector. Whether or not a particular factor contributes to future success depends on the specific context of use, the combination of factors and the environment. Consideration of the specific applicability of the success factors identified in this study during the design of marketing activities could benefit public sector food and health-related campaigns.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
FUNCTIONAL FOODS, OBESITY, ATTITUDINAL DETERMINANTS, PRODUCT DEVELOPMENT, INTERVENTIONS, POLICY
journal title
BMC PUBLIC HEALTH
BMC Public Health
volume
12
article_number
139
pages
11 pages
Web of Science type
Article
Web of Science id
000301530500001
JCR category
PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH
JCR impact factor
2.076 (2012)
JCR rank
55/157 (2012)
JCR quartile
2 (2012)
ISSN
1471-2458
DOI
10.1186/1471-2458-12-139
project
European Community 226713
language
English
UGent publication?
yes
classification
A1
copyright statement
I have retained and own the full copyright for this publication
id
2063324
handle
http://hdl.handle.net/1854/LU-2063324
date created
2012-03-09 09:16:34
date last changed
2013-03-13 12:30:03
@article{2063324,
  abstract     = {Background: Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating.
Methods: In this case-study analysis, 27 recent and successful commercial food and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through discussion structured by a card sorting method.
Results: Six clusters of success factors emerged from the analysis and were labelled as {\textquotedblleft}data and knowledge{\textquotedblright}, {\textquotedblleft}emotions{\textquotedblright}, {\textquotedblleft}endorsement{\textquotedblright}, {\textquotedblleft}media{\textquotedblright}, {\textquotedblleft}community{\textquotedblright} and {\textquotedblleft}why and how{\textquotedblright}. Each cluster subsumes two or three success factors and is illustrated by examples. In total, 16 factors were identified. It is argued that the factors {\textquotedblleft}nutritional evidence{\textquotedblright}, {\textquotedblleft}trend awareness{\textquotedblright}, {\textquotedblleft}vertical endorsement{\textquotedblright}, {\textquotedblleft}simple naturalness{\textquotedblright} and {\textquotedblleft}common values{\textquotedblright} are of particular importance in the communication of health with regard to food.
Conclusions: The present study identified critical factors for the success of commercial food marketing campaigns related to the issue of nutrition and health, which are possibly transferable to the public health sector. Whether or not a particular factor contributes to future success depends on the specific context of use, the combination of factors and the environment. Consideration of the specific applicability of the success factors identified in this study during the design of marketing activities could benefit public sector food and health-related campaigns.},
  articleno    = {139},
  author       = {Aschemann-Witzel, Jessica and Perez Cueto Eulert, Armando and Niedzwiedzka, Barbara and Verbeke, Wim and Bech-Larsen, Tino},
  issn         = {1471-2458},
  journal      = {BMC PUBLIC HEALTH},
  keyword      = {FUNCTIONAL FOODS,OBESITY,ATTITUDINAL DETERMINANTS,PRODUCT DEVELOPMENT,INTERVENTIONS,POLICY},
  language     = {eng},
  pages        = {11},
  title        = {Lessons for public health campaigns from analysing commercial food marketing success factors: a case study},
  url          = {http://dx.doi.org/10.1186/1471-2458-12-139},
  volume       = {12},
  year         = {2012},
}

Chicago
Aschemann-Witzel, Jessica, Armando Perez Cueto Eulert, Barbara Niedzwiedzka, Wim Verbeke, and Tino Bech-Larsen. 2012. “Lessons for Public Health Campaigns from Analysing Commercial Food Marketing Success Factors: a Case Study.” Bmc Public Health 12.
APA
Aschemann-Witzel, Jessica, Perez Cueto Eulert, A., Niedzwiedzka, B., Verbeke, W., & Bech-Larsen, T. (2012). Lessons for public health campaigns from analysing commercial food marketing success factors: a case study. BMC PUBLIC HEALTH, 12.
Vancouver
1.
Aschemann-Witzel J, Perez Cueto Eulert A, Niedzwiedzka B, Verbeke W, Bech-Larsen T. Lessons for public health campaigns from analysing commercial food marketing success factors: a case study. BMC PUBLIC HEALTH. 2012;12.
MLA
Aschemann-Witzel, Jessica, Armando Perez Cueto Eulert, Barbara Niedzwiedzka, et al. “Lessons for Public Health Campaigns from Analysing Commercial Food Marketing Success Factors: a Case Study.” BMC PUBLIC HEALTH 12 (2012): n. pag. Print.