More than two-thirds (68%) of shoppers say production values or ethics are their primary consideration when purchasing food, according to research from international food expert IGD. The report, The Next Big Food Thing, suggests that consumers are now more likely to consider ethical factors than health or convenience when choosing a product, with just over three-fifths (62%) citing health, and just over half (52%) citing convenience. Senior business analyst at IGD, Geraldine Padbury, added: “A new hurdle has emerged which new products must clear to succeed.”
The marketing for the Product (RED) Campaign is costing more than the actual money raised for the Global Fund to Fight AIDS, Tuberculosis and Malaria, according to Advertising Age magazine. In an article published on March 5, the magazine claims that the marketing outlay by the companies involved – which includes Gap, Apple and Motorola – could be as high as £100m and that the “disproportionate ratio” between the money used and the money going to the cause may cause a backlash against the campaign. The campaign is defended by Product (RED) representatives who cite sustainability as its main aim and that money will “continue to flow to the Global Fund over time”.
The Food and Drink Federation, which represents the UK food and beverage industry, has described the ban on ‘junk food’ advertising during all programmes aimed at children under 16 as “disproportionate”. The ban was brought in by Ofcom and in a final statement published on February 22, the UK regulator ruled that “it is appropriate and necessary to adopt restrictions intended to reduce significantly the exposure of children under 16 to HFSS [high in fat, salt and sugar] advertising”. The restrictions will be phased in with HFSS ads not permitted during programmes aimed at children under the age of 10 from April this year, and those aimed at children under 16 will see restrictions from January 1, 2008. Channels that are dedicated to children’s programming will have time to implement the restrictions until December 2008. All new ads will have to adhere to new content rules and existing ad campaigns or those already in production will be allowed to be broadcasted until the end of June this year. All ad campaigns will be expected to comply with Ofcom’s new content rules by July 1. Health groups, such as the Children’s Food Campaign for the pressure group Sustain, said they are disappointed with the recommendations and have called for a 9pm watershed as well as government legislation. However, the campaign group is pleased that the restrictions have been extended to all children under 16.
Unilever brand PG Tips has launched a website as part of a marketing campaign to raise funds for Comic Relief through sales of merchandise. In addition to an online shop, the website also includes information about the health benefits of drinking tea and a section on ethical tea sourcing.
One of the big four UK supermarkets, Morrisons, has launched Eating Smarter throughout its stores, a campaign aimed at informing customers who wish to lead healthier lifestyles. This includes the launch of a free healthier living magazine, a website, and the re-launch and extension of their existing healthier eating brand, Eat Smart.
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