DIGITAL FOOD MARKETING
LECTURE 1
WHAT IS FOOD MARKETING
1st definition by ….: Advertising is different from marketing. Marketing is broader, speech
and non-speech. It includes advertising, but is not excluded to it.
Food marketers and retailers engage in marketing practices that do not involve speech,
such as establishing the price and determining where to locate them in a store. We will
however focus on the speech-based communication.
2nd definition by Schaffner: food advertising is related to a certain brand. Food marketing
includes all activities that occur in between the completion of a product through the
purchasing process of consumers.
Marketingmix – 4 Ps
- Product
- Pricing
- Promotion
o Most relevant to this course. Persuading the consumer to purchase the
product.
- Place
HISTORY OF FOOD MARKETING
Three or four phases
- Fragmentation phase (end of 19th century)
o It was hard to transport the good and WOM communication had a lot to do
with it.
- Unification phase (end of 19 – mid 20st century)
o Easier and cheaper to move the product across the country. This is when
big companies started.
Heinz, Quaker, campell.
o
- Segmentation phase – 1950 – now
o More efficient distributions led to the possibility to sell your brand globally.
o Costs of developing the product and the price paid, the difference are
affected by the level of competition.
- Personalized phase (2010 – now)
o Personalized/tailored phase
o Advertising techniques that are more tailored to specific people and target
groups.
Artificial intelligence, data collection, machine learning
neuromarketing, eye tracking.
OBJECTIVE OF FOOD MARKETING
,The most important thing is: increase of sales. Besides familiarizing people with your
brand and creating meaningful bonds, you want people to buy your product in the end.
Definition by Nestle: The overly abundant food supply, combined with a society so
affluent that most people can afford to buy more food than they need, sets the stage for
competition. The food industry must compete
Summarized: they want to sell their products within their brand.
To satisfy stakeholders, food companies must convince people to eat more of their
products or to eat their products instead of those of competitors. They do so through
advertising and public relations, of course, but also by working tirelessly to convince
government officials, nutrition professionals and the media that their products promote
health- or at least to not harm them. Much of this work is a virtually invisible part of
contemporary culture that attracts occasional notice.
Summary: food companies must convince people to eat more of their product, or of their
competitors (?)
Example: nicotine. Create a demand by creating an addiction.
Blue zones – places where people live longer, they are more fit, healthy in general.
These zones are mostly islands and not really effected by food marketing.
I lost it here, what’s going on.
LECTURE 2 – MIX OF FOOD MARKETING
Freedom of choice / responsibility for your own choices / of the consumer. But this is not
really the case, their decision making process is not entirely up to them. Food marketing
makes up a great part of this.
Obesity as a disease.
10 questions:
1. Max Verstappen
2. Red Bull Racing
a. Red bull sponsors cool, tough, adventurous sports.
3. McDonalds, Burger King, Febo
4. Struik, Hak, Goya
5. Kids and grown ups love it so, the happy world of haribo
6. No – Open up? – open happiness
7. Probably
8. Yes, athletes promote unhealthy foods
9. What does Santa look like
10. Yes, M&Ms are alive
One thing that food marketing uses is societal situations (like the cola commercial).
People are more exposed to coca cola, bad or negative news is also advertising.
Link between the two trends:
, - Increasing expenditure food advertisements energy-dense snacks
- Increased obesity.
o Increase in expenditure goes parallel to the increase in obesity.
Consequences of (unhealthy) food marketing:
- Sugar addiction.
o Results are not convincing, but still there is a relationship between food
advertising and the amount of sugar that you eat.
Food advertising activates certain areas in your brain that is related to the reward
system, which is also the case for drugs, alcohol, gambling. However the evidence is not
convincing enough to proof.
Direct link:
- Food advertisements have a direct effect on:
o Brand products attitudes
o Cognitions
o Emotions
o Eating/consumption behavior
Nutritional Value:
- You have to show what ingredients are in the product.
o Most people don’t understand this information or won’t use it in their
product buying decision.
o This information is often based on adults.
Main question: is there a causal relationship between food advertisements and food
intake?
Food marketing in general, there is a moderate effect of advertisement on intake.
Advertising is effective, especially for children.
TV Watching is positively related to obesity.
Food Marketing
- old media/advertisements
o Television
o Newspaper
o Radio
o Magazines
o Billboards
- New media/advertisements
o Banners on websites
o Social media dvertising
o Product placement in movies/shows/series
- Packaging
- Toys
- Sports stars candies/brands
o Federer
LECTURE 1
WHAT IS FOOD MARKETING
1st definition by ….: Advertising is different from marketing. Marketing is broader, speech
and non-speech. It includes advertising, but is not excluded to it.
Food marketers and retailers engage in marketing practices that do not involve speech,
such as establishing the price and determining where to locate them in a store. We will
however focus on the speech-based communication.
2nd definition by Schaffner: food advertising is related to a certain brand. Food marketing
includes all activities that occur in between the completion of a product through the
purchasing process of consumers.
Marketingmix – 4 Ps
- Product
- Pricing
- Promotion
o Most relevant to this course. Persuading the consumer to purchase the
product.
- Place
HISTORY OF FOOD MARKETING
Three or four phases
- Fragmentation phase (end of 19th century)
o It was hard to transport the good and WOM communication had a lot to do
with it.
- Unification phase (end of 19 – mid 20st century)
o Easier and cheaper to move the product across the country. This is when
big companies started.
Heinz, Quaker, campell.
o
- Segmentation phase – 1950 – now
o More efficient distributions led to the possibility to sell your brand globally.
o Costs of developing the product and the price paid, the difference are
affected by the level of competition.
- Personalized phase (2010 – now)
o Personalized/tailored phase
o Advertising techniques that are more tailored to specific people and target
groups.
Artificial intelligence, data collection, machine learning
neuromarketing, eye tracking.
OBJECTIVE OF FOOD MARKETING
,The most important thing is: increase of sales. Besides familiarizing people with your
brand and creating meaningful bonds, you want people to buy your product in the end.
Definition by Nestle: The overly abundant food supply, combined with a society so
affluent that most people can afford to buy more food than they need, sets the stage for
competition. The food industry must compete
Summarized: they want to sell their products within their brand.
To satisfy stakeholders, food companies must convince people to eat more of their
products or to eat their products instead of those of competitors. They do so through
advertising and public relations, of course, but also by working tirelessly to convince
government officials, nutrition professionals and the media that their products promote
health- or at least to not harm them. Much of this work is a virtually invisible part of
contemporary culture that attracts occasional notice.
Summary: food companies must convince people to eat more of their product, or of their
competitors (?)
Example: nicotine. Create a demand by creating an addiction.
Blue zones – places where people live longer, they are more fit, healthy in general.
These zones are mostly islands and not really effected by food marketing.
I lost it here, what’s going on.
LECTURE 2 – MIX OF FOOD MARKETING
Freedom of choice / responsibility for your own choices / of the consumer. But this is not
really the case, their decision making process is not entirely up to them. Food marketing
makes up a great part of this.
Obesity as a disease.
10 questions:
1. Max Verstappen
2. Red Bull Racing
a. Red bull sponsors cool, tough, adventurous sports.
3. McDonalds, Burger King, Febo
4. Struik, Hak, Goya
5. Kids and grown ups love it so, the happy world of haribo
6. No – Open up? – open happiness
7. Probably
8. Yes, athletes promote unhealthy foods
9. What does Santa look like
10. Yes, M&Ms are alive
One thing that food marketing uses is societal situations (like the cola commercial).
People are more exposed to coca cola, bad or negative news is also advertising.
Link between the two trends:
, - Increasing expenditure food advertisements energy-dense snacks
- Increased obesity.
o Increase in expenditure goes parallel to the increase in obesity.
Consequences of (unhealthy) food marketing:
- Sugar addiction.
o Results are not convincing, but still there is a relationship between food
advertising and the amount of sugar that you eat.
Food advertising activates certain areas in your brain that is related to the reward
system, which is also the case for drugs, alcohol, gambling. However the evidence is not
convincing enough to proof.
Direct link:
- Food advertisements have a direct effect on:
o Brand products attitudes
o Cognitions
o Emotions
o Eating/consumption behavior
Nutritional Value:
- You have to show what ingredients are in the product.
o Most people don’t understand this information or won’t use it in their
product buying decision.
o This information is often based on adults.
Main question: is there a causal relationship between food advertisements and food
intake?
Food marketing in general, there is a moderate effect of advertisement on intake.
Advertising is effective, especially for children.
TV Watching is positively related to obesity.
Food Marketing
- old media/advertisements
o Television
o Newspaper
o Radio
o Magazines
o Billboards
- New media/advertisements
o Banners on websites
o Social media dvertising
o Product placement in movies/shows/series
- Packaging
- Toys
- Sports stars candies/brands
o Federer
