Marketing Food to Children and Adolescents - Federal Trade ...

Marketing Food to Children and Adolescents
the child would then encounter related promotional displays or product packaging in a retail
setting or restaurant; the child might receive a related toy or other premium immediately upon
purchase of the product or might be directed to the product website to enter a package UPC or
other code to participate in sweepstakes or to receive “points” redeemable for prizes or digital
content, such as ringtones; once on the website, the child might interact with the brand through
online games or by sending “e-cards” (electronic greeting cards) or “send-to-a-friend” viral
marketing messages to others.
Part B of this Section of the Report focuses on marketing activities such as cross-
promotions, new media, unmeasured traditional promotional activities, and in-school marketing
that previously have not been systematically analyzed across the youth spectrum for broad
categories of food products. Thus, use of traditional measured media, such as television, is
described only in the context of cross-promotions.
In addition, Part C of this Section provides an overview of market research reported by
companies on the success and impact of various promotional techniques directed to youth.
Finally, in Part D of this Section, the Commission reports on information provided by the
companies relating to advertising campaigns and techniques that focused on particular gender,
racial, or ethnic segments of the population. Companies provided much of this information
on a general audience basis, with a small amount examining a target audience of children and
adolescents.
B. Specific Promotional Activities
1. Cross-Promotions and Third-Party Licensed Characters
One of the most consistent themes in advertising directed to children and adolescents –
appearing in nearly all promotional formats and for nearly all product categories – was the
use of cross-promotions and third-party licensed characters to promote foods, beverages, and
restaurants. Companies used cross-promotions to advertise nearly every type of food product,
including QSR children’s meals, breakfast cereals, candy, snacks, and beverages, as well as
fruits and vegetables and dairy products, and the campaigns generally were integrated across
promotional formats. The focus of a cross-promotional campaign was typically a child- or teen-
oriented movie or television program, but cross-promotional arrangements were also developed
for toys, 56 websites, 57 theme parks and other children’s entertainment venues, 58 video games and
consoles, 59 and youth and professional athletic leagues. 60
Media companies often entered into cross-promotional arrangements with multiple
food companies to promote an individual film or television program. Thus, characters from
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