Can You Eat It? Making The Most of Food Advertising

The food market is changing. Major retailers are increasingly powerful and own brands more important; health and nutrition are important; but family mealtimes are breaking down and cooking habits are changing.

Best Practice

Can You Eat It? Making the Most of Food Advertising

Because of the long-standing importance of food in total adspend, there is a plethora of cases available for study: this article inevitably refers to merely a few of these. By contrast, there are relatively few general articles about food advertising that can be used to provide an overview.

THE CONTEXT

Food is advertised against a changing backdrop of circumstances:

  • The developing power of major retailers everywhere (1).
  • The associated growth in own label, which increasingly initiates its own new ...

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