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

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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 28
Food Marketing Activities Directed to Children and Adolescents Nickelodeon’s Nick and nickjr programming were used to promote QSR children’s meals, canned pastas and soups, snack crackers, snack chips, cookies, clementines, baby carrots, bagged spinach, yogurt, macaroni and cheese, lunch kits, children’s frozen meals, fruit snacks, and breakfast cereals. Animated characters from Cartoon Network programming appeared on labels and packaging for QSR children’s meals, fruit snacks, snack crackers, yogurt, macaroni and cheese, breakfast cereals, frozen desserts, and fruits and vegetables. Sesame Street licensed its characters only to fruit and vegetable companies as part of its Healthy Habits for Life program. Disney characters appeared on packages and store displays for fruit snacks, breakfast cereals, candy, yogurt, frozen waffles, toaster pastries, macaroni and cheese, and fruits and vegetables. Multi-brand food companies often included several individual food products, spanning multiple food categories, in their cross-promotions. For example, one packaged food company utilized cross-promotions with the films Cars, Over the Hedge, Ice Age 2, and Open Season to market multiple products, including its children’s frozen meal, pudding, canned pasta, and popcorn products. Below is a comprehensive list of the media properties that the target companies reported using in cross-promotions to children and adolescents in 2006: • The Adventures of Jimmy Neutron: Boy Genius (canned pastas and soups, snack chips) • American Idol (candy, cookies, toaster pastries) • The Ant Bully (QSR children’s meals, non-carbonated beverages) • Avatar (QSR children’s meals, fruit snacks) • The Backyardigans (fruit snacks, fruit) • Barbie: Fairytopia (breakfast cereals, toaster pastries) • Batman (canned pastas and soups, fruit snacks) • Blue’s Clues (breakfast cereals, fruit snacks, fruit, yogurt) • Care Bears (fruit snacks) • Cars (QSR children’s meals, fruit snacks, snack bars, breakfast cereals, toaster pastries, frozen waffles, canned pasta, pudding, cookies, snack crackers, popcorn, yogurt, non-carbonated beverages) • Charlie and the Chocolate Factory (candy) • Charlotte’s Web (QSR children’s meals) • The Cheetah Girls (macaroni and cheese) • Chicken Little (fruit snacks) 29
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Marketing Food to Children and Adolescents - Federal Trade ...

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