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Food MarketingPresented by Birgit Humpert & Liz Dahlgren
Keene State Dietetic InternsDecember 11, 2012
Today we will:
• Identify ways food companies portray their products
• Discuss the facts about food advertisements targeted to kids and teens
• Create advertisements
• Identify ways to be savvy consumers
Can you identify these logo’s?
Food Advertisement
Burger King Whopper in Advertisements
What it actually looks like when you buy it
Food Marketing Tricks: Makeup Artist
O Burger Makeup Artist
Food Marketing Facts
• How many food ads do teens see everyday?
About 80% of foods advertised on television
shows intended for children are for convenience/fast
foods and sweets.
17! OR
6,000 per/year!
A Closer look
• Only 4% of food ads targeted at kids and teens are for dairy products, 1% are for fruit juices, and none are for fruits or vegetables.
Candy or
Snacks47%
Cereal39%
Fast Food14%
Foods being marketed to kids
How does Healthy size up to Unhealthy?
Where else do you find food marketing?
O Television showsO WebsitesO Social MediaO Video games/
AdvergamingO Pandora/ Radio
Product Placement
Marketing Activity
O In your group, create your own commercial that advertises your healthy food!
O Please include:O Catchy Phrase or TitleO 3 selling points on why people
should purchase the foodO BE CREATIVE!
Call to Action: Be a Savvy Consumer!
• Look beyond your favorite character
• Turn the box around and read those labels
• Form your own opinions about the way companies portray their products, it is something you want to support?
ResourcesO http://
www.healthyeatingresearch.org/images/stories/her_research_briefs/her%20food%20mktg_brief110308final.pdf
O CDC (2012). Obesity rates among all children in the United States. Available from http://www.cdc.gov/obesity/data/childhood.html
O Brown, J. (2011). Nutrition through the life cycle 4th edition. Wadsworth
O http://www.thedailygreen.com/healthy-eating/eat-safe/nutrition-label-tricks-47121101
O http://www.foodmarketing.org/resources/food-marketing-101/
O Singer, D.G., Singer J.L., (2012) Handbook of Children and the Media, 2nd edition, Sage Publications, Thousand Oaks CA
O Institute of Medicine of the National Academies (2006). Food Marketing to Children and Youth, Threat or Opportunity. The National Academies Press. Washington DC.
