Investigating the digital path to purchase for food and beverages: A research agenda for the modern marketing age

Food, beverage, restaurant and entertainment companies are increasingly harnessing Big Data to target consumers in retails settings, yet researchers do not know how their tactics influence diets and community health. To help close that knowledge gap, this memo reviews existing literature on food- and beverage-related digital marketing strategies and outlines recommendations for future research. View the report »

State law approaches to address digital food marketing to youth

Digital food marketing to young children is not only inherently deceptive, it threatens kids’ health. This report from the Public Health Advocacy Institute, Berkeley Media Studies Group, and Center for Digital Democracy explores how state consumer protection law can be used to limit harmful digital food marketing to vulnerable child and teen consumers.

Video: Bringing health equity to the message environment: Policy issues

In this presentation, as part of the Institute of Medicine workshop Creating Equal Opportunities for a Healthy Weight, BMSG’s Lori Dorfman discusses how our message environment undermines health equity by targeting youth (especially youth of color) with marketing for unhealthy foods. Dorfman says this type of targeting often happens without parents’ knowledge and makes recommendations for change, including conducting more research and pushing for policies that strengthen nutrition standards and hold industry accountable.

It’s not just for teens: Viral marketing to young children

Food companies use viral digital marketing tactics, which may be considered deceptive and in violation of state consumer protection laws, to induce children to share email addresses of their friends and spread brand advertising of unhealthy foods among their peers. This legal issue brief, prepared by the Public Health Advocacy Institute in collaboration with BMSG and the Center for Digital Democracy, explains the tactics being used and suggests ways they can be addressed, particularly under state law.

Marketing sugary cereals to children in the digital age: A content analysis of 17 child-targeted websites

Cereal companies, the third biggest food marketer to children, are using sophisticated online marketing techniques to target kids with unhealthy products and get them to engage with brands in ways not possible through television advertising. In this study, BMSG staff, along with the UConn Rudd Center‘s Jennifer Harris, explore cereal companies’ digital marketing tactics and implications for public health.

The new age of food marketing: How companies are targeting and luring our kids — and what advocates can do about it

The explosion of digital culture in recent years has changed how fast food and soda companies market to children and teenagers. Today, powerful and intense promotions are completely, seamlessly integrated into young people’s social relationships and minute-by-minute interactions. This report explores some of marketers’ latest techniques, explains why they should concern public health advocates, and offers resources for taking action.

Digital food marketing to children and adolescents: Problematic practices and policy interventions

With technology’s increased presence in our daily lives has come new ways for advertisers to digitally market to kids and teens. This report exposes some of the new — and often deceptive — tactics that food and beverage companies are using reach young audiences and makes recommendations for policy changes to better protect youth online.

Case Study: Doritos 626

Recognizing that online media had forever changed youth behavior and the capacity for food and beverage companies to reach them, Doritos decided in 2007 to go the digital route. The company launched SnackStrong Productions, a game-changing digital media giant, a to help them execute a multifaceted marketing campaign that seamlessly combined cutting-edge digital techniques with blockbuster events.

Case study: McDonald’s Avatar

McDonald’s made its most ambitious movie-tie in with the film Avatar, breaking new ground with virtual reality marketing.

Case Study: DEWmocracy

Mountain Dew’s DEWmocracy campaign embodies the fundamental strategy of engagement, which is now at the core of many digital marketing efforts, including those that target youth.