DIGITAL FOOD MARKETING
MSC COMMUNICATION AND INFORMATION SCIENCE – BLOCK 1 2025
TABLE OF CONTENTS
Lecture 1...................................................................................................................................................................................... 2
Introduction to food marketing .............................................................................................................................................. 2
Lecture 2...................................................................................................................................................................................... 6
Mix of food marketing ............................................................................................................................................................. 6
Lecture 3.................................................................................................................................................................................... 13
Effects of food marketing on eating behavior ....................................................................................................................... 13
Lecture 4 & 5 ............................................................................................................................................................................. 18
Theoretical understanding of food marketing ...................................................................................................................... 18
Lecture 6.................................................................................................................................................................................... 29
Advertising literacy and cognitive processes reducing.......................................................................................................... 29
Lecture 7.................................................................................................................................................................................... 34
Healthy food promotion ........................................................................................................................................................ 34
1
,LECTURE 1
INTRODUCTION TO FOOD MARKETING
The Psychology of Food Marketing and Overeating – Foreword & Introduction
HISTORY OF FOOD MARKETING
WHAT IS FOOD MARKETING?
POMERANS & ADLER, 2015:
“Marketing is a broad concept that includes (1) speech-based communications, and (2) non-speech related activities. In the
first category, marketers communicate through an arrar of speech-based practices that include both traditional ‘advertising’
(e.g., billboards and television, radio and print ads) and broader promotional strategies (e.g., public relations communications
and YouTube, Facebook and Twitter content). Food marketers and retailers also engage in marketing practices that do not
involve speech, such as establishing the price of products and determining where to locate them within a store.
• Speech-based communication → using words/images to persuade (ads, PR, social media, etc.).
• Non-speech activities → things like setting prices or deciding where products go in a store.
So, marketing isn’t just ads, it also includes behind-the-scenes choices that influence what people buy.
SCHAFFNER, SCHRODER & EARLE, 1998:
“Food marketing is the act of communicating to the consumer through a range of marketing techniques in order to add value
to a food product and persuade the consumer to purchase. This includes all activities that occur in between the completion
of a product through the purchasing process of consumers.”
Food marketing is about how companies get consumers interested in buying food.
• It’s not just about showing ads — it’s about communicating in many ways to make the product look appealing,
trustworthy, or special.
• The goal is to add value — for example, making a snack seem healthier, tastier, or more convenient than others.
• It includes the whole process between when the product is finished at the factory/farm and when a consumer finally
chooses and buys it.
• So, food marketing covers advertising, packaging, branding, promotions, store placement, and pricing strategies —
all aimed at influencing buying decisions.
In short: Food marketing is the bridge between the product being made and the consumer purchasing it, using different
strategies to persuade buyers.
MARKETINGMIX (4 P’S)
PRODUCT
The product refers to the actual food item or service offered to the consumer. This could involve:
2
, 1. Developing a new food product that appeals to current consumer trends (e.g., plant-based, organic, low-sugar).
2. Modifying or improving an existing product (e.g., healthier recipes, new flavors, eco-friendly packaging).
In competitive markets, companies often aim to differentiate their products to gain consumer loyalty. While achieving a
monopoly is not legally allowed, many brands strive to dominate their segment by creating a unique selling proposition (USP).
PRICE
Price plays a key role in influencing consumer behavior and purchasing decisions.
• Competitive pricing can persuade consumers to choose one brand over another.
• Psychological pricing strategies (e.g., €1.99 instead of €2.00) are often used.
• Discounts, bundle offers, and digital coupons (accessible via apps or loyalty programs) can attract buyers.
Pricing is an important aspect in order to influence the buying activity, when people are in the stores, or to persuade people
to go to the stores and buy also other products that are not related to the advertised foods.
PROMOTION
Promotion of the marketing mix is defined as the actions used to communicate a food products’ features and benefits;
therefore, persuading the consumer to purchase the product.
There are multiple avenues used to promote a food product to consumers.
• Out-of-store, in-store and on the packaging.
• Food advertisements on televisions are used to attract the consumer, persuading them to go to the store and
purchase that food product.
• Promotions in magazines and newspapers may offer coupons for food products.
PLACE
Place in the marketing mix means making sure the food product is available where customers can easily buy it. This involves
the distribution process (moving the product from the factory to stores or online platforms) and storage/warehousing to keep
it fresh until purchase. It can also refer to where the product is located in a retail outlet (e.g., the end of an aisle; the top,
bottom or middle shelf; in a special display case etc.)
Efficient distribution and smart placement ensure the product is available where and when consumers want it, both offline
and online.
EVOLUTION OF FOOD MARKETING
PROMOTION (OF PARTICULAR IMPORTANCE TO US)
Three (or four?) phases distinguished in food marketing
1. Fragmentation phase … (-- end of 19th century
2. Unification phase (end of 19th century – mid 20st century)
3. Segmentation phase (1950 – to current)
4. Personalized / tailored phase (2010 – current)
FRAGMENTATION PHASE
In the fragmentation phase, countries were divided into numerous geographic fragments for food sales because transporting
food was expensive, leaving most production, distribution and selling locally based.
3
, • Food marketing was highly local because transportation was expensive.
• Production, distribution, and sales happened mostly within small regions.
• Promotion relied on local markets and word-of-mouth.
UNIFICATION PHASE
In the unification phase, distribution was made possible by railroads, coordination, coordination of sales forces was made
possible by the telegraph and telephone, and product consistency was made possible by advances in manufacturing.
This new distribution system was led by large food processors and by companies such as Heinz, Quaker Oats, Campbell Soup,
and Coca Cola which sold their brands (inter)nationally. Advertising in print media and direct marketing through
demonstrations at stores and public venues were among the prime marketing tools.
• Railroads, telegraph, and telephone allowed wider distribution and coordination.
• Advances in manufacturing created product consistency.
• Large brands like Heinz, Quaker Oats, Campbell Soup, Coca-Cola emerged.
• Promotion relied on print media advertising and in-person demonstrations at stores or public venues.
SEGMENTATION PHASE
In the segmentation phase radio, television and internet advertising made it possible for a wider range of competing products
to focus on different benefits and images and thus appeal to different demographics and psychographic markets.
More efficient distributions (e.g., flights, boats, trains, trucks) led to the possibility to “sell” your brand and product
worldwide.
• Radio, TV, and internet enabled companies to reach broad audiences.
• Brands began focusing on different benefits and images to target specific groups (demographics, lifestyles,
psychographics).
• Improved distribution networks (trucks, ships, planes) allowed global brand expansion.
• Promotion emphasized mass media campaigns and later digital ads.
PERSONALIZED / TAILORED PHASE
In this last phase, personalized / tailored marketing possibilities have increased immensely due to big data collections,
artificial intelligence, machine learning, neuromarketing and eye-tracking.
• Growth of big data, AI, and machine learning allows hyper-targeted marketing.
• Tools like neuromarketing and eye-tracking reveal consumer behavior in detail.
• Promotion is now personalized: ads, recommendations, and offers are tailored to each individual (e.g., via social
media, apps, loyalty programs).
4
MSC COMMUNICATION AND INFORMATION SCIENCE – BLOCK 1 2025
TABLE OF CONTENTS
Lecture 1...................................................................................................................................................................................... 2
Introduction to food marketing .............................................................................................................................................. 2
Lecture 2...................................................................................................................................................................................... 6
Mix of food marketing ............................................................................................................................................................. 6
Lecture 3.................................................................................................................................................................................... 13
Effects of food marketing on eating behavior ....................................................................................................................... 13
Lecture 4 & 5 ............................................................................................................................................................................. 18
Theoretical understanding of food marketing ...................................................................................................................... 18
Lecture 6.................................................................................................................................................................................... 29
Advertising literacy and cognitive processes reducing.......................................................................................................... 29
Lecture 7.................................................................................................................................................................................... 34
Healthy food promotion ........................................................................................................................................................ 34
1
,LECTURE 1
INTRODUCTION TO FOOD MARKETING
The Psychology of Food Marketing and Overeating – Foreword & Introduction
HISTORY OF FOOD MARKETING
WHAT IS FOOD MARKETING?
POMERANS & ADLER, 2015:
“Marketing is a broad concept that includes (1) speech-based communications, and (2) non-speech related activities. In the
first category, marketers communicate through an arrar of speech-based practices that include both traditional ‘advertising’
(e.g., billboards and television, radio and print ads) and broader promotional strategies (e.g., public relations communications
and YouTube, Facebook and Twitter content). Food marketers and retailers also engage in marketing practices that do not
involve speech, such as establishing the price of products and determining where to locate them within a store.
• Speech-based communication → using words/images to persuade (ads, PR, social media, etc.).
• Non-speech activities → things like setting prices or deciding where products go in a store.
So, marketing isn’t just ads, it also includes behind-the-scenes choices that influence what people buy.
SCHAFFNER, SCHRODER & EARLE, 1998:
“Food marketing is the act of communicating to the consumer through a range of marketing techniques in order to add value
to a food product and persuade the consumer to purchase. This includes all activities that occur in between the completion
of a product through the purchasing process of consumers.”
Food marketing is about how companies get consumers interested in buying food.
• It’s not just about showing ads — it’s about communicating in many ways to make the product look appealing,
trustworthy, or special.
• The goal is to add value — for example, making a snack seem healthier, tastier, or more convenient than others.
• It includes the whole process between when the product is finished at the factory/farm and when a consumer finally
chooses and buys it.
• So, food marketing covers advertising, packaging, branding, promotions, store placement, and pricing strategies —
all aimed at influencing buying decisions.
In short: Food marketing is the bridge between the product being made and the consumer purchasing it, using different
strategies to persuade buyers.
MARKETINGMIX (4 P’S)
PRODUCT
The product refers to the actual food item or service offered to the consumer. This could involve:
2
, 1. Developing a new food product that appeals to current consumer trends (e.g., plant-based, organic, low-sugar).
2. Modifying or improving an existing product (e.g., healthier recipes, new flavors, eco-friendly packaging).
In competitive markets, companies often aim to differentiate their products to gain consumer loyalty. While achieving a
monopoly is not legally allowed, many brands strive to dominate their segment by creating a unique selling proposition (USP).
PRICE
Price plays a key role in influencing consumer behavior and purchasing decisions.
• Competitive pricing can persuade consumers to choose one brand over another.
• Psychological pricing strategies (e.g., €1.99 instead of €2.00) are often used.
• Discounts, bundle offers, and digital coupons (accessible via apps or loyalty programs) can attract buyers.
Pricing is an important aspect in order to influence the buying activity, when people are in the stores, or to persuade people
to go to the stores and buy also other products that are not related to the advertised foods.
PROMOTION
Promotion of the marketing mix is defined as the actions used to communicate a food products’ features and benefits;
therefore, persuading the consumer to purchase the product.
There are multiple avenues used to promote a food product to consumers.
• Out-of-store, in-store and on the packaging.
• Food advertisements on televisions are used to attract the consumer, persuading them to go to the store and
purchase that food product.
• Promotions in magazines and newspapers may offer coupons for food products.
PLACE
Place in the marketing mix means making sure the food product is available where customers can easily buy it. This involves
the distribution process (moving the product from the factory to stores or online platforms) and storage/warehousing to keep
it fresh until purchase. It can also refer to where the product is located in a retail outlet (e.g., the end of an aisle; the top,
bottom or middle shelf; in a special display case etc.)
Efficient distribution and smart placement ensure the product is available where and when consumers want it, both offline
and online.
EVOLUTION OF FOOD MARKETING
PROMOTION (OF PARTICULAR IMPORTANCE TO US)
Three (or four?) phases distinguished in food marketing
1. Fragmentation phase … (-- end of 19th century
2. Unification phase (end of 19th century – mid 20st century)
3. Segmentation phase (1950 – to current)
4. Personalized / tailored phase (2010 – current)
FRAGMENTATION PHASE
In the fragmentation phase, countries were divided into numerous geographic fragments for food sales because transporting
food was expensive, leaving most production, distribution and selling locally based.
3
, • Food marketing was highly local because transportation was expensive.
• Production, distribution, and sales happened mostly within small regions.
• Promotion relied on local markets and word-of-mouth.
UNIFICATION PHASE
In the unification phase, distribution was made possible by railroads, coordination, coordination of sales forces was made
possible by the telegraph and telephone, and product consistency was made possible by advances in manufacturing.
This new distribution system was led by large food processors and by companies such as Heinz, Quaker Oats, Campbell Soup,
and Coca Cola which sold their brands (inter)nationally. Advertising in print media and direct marketing through
demonstrations at stores and public venues were among the prime marketing tools.
• Railroads, telegraph, and telephone allowed wider distribution and coordination.
• Advances in manufacturing created product consistency.
• Large brands like Heinz, Quaker Oats, Campbell Soup, Coca-Cola emerged.
• Promotion relied on print media advertising and in-person demonstrations at stores or public venues.
SEGMENTATION PHASE
In the segmentation phase radio, television and internet advertising made it possible for a wider range of competing products
to focus on different benefits and images and thus appeal to different demographics and psychographic markets.
More efficient distributions (e.g., flights, boats, trains, trucks) led to the possibility to “sell” your brand and product
worldwide.
• Radio, TV, and internet enabled companies to reach broad audiences.
• Brands began focusing on different benefits and images to target specific groups (demographics, lifestyles,
psychographics).
• Improved distribution networks (trucks, ships, planes) allowed global brand expansion.
• Promotion emphasized mass media campaigns and later digital ads.
PERSONALIZED / TAILORED PHASE
In this last phase, personalized / tailored marketing possibilities have increased immensely due to big data collections,
artificial intelligence, machine learning, neuromarketing and eye-tracking.
• Growth of big data, AI, and machine learning allows hyper-targeted marketing.
• Tools like neuromarketing and eye-tracking reveal consumer behavior in detail.
• Promotion is now personalized: ads, recommendations, and offers are tailored to each individual (e.g., via social
media, apps, loyalty programs).
4
