IMC Food promotion


Marketingo savarankiškas darbas.

Eat Right , Future Bright Communications Context. Objectives and audiences. Proposals for marketing communications tools.


Currently, healthy diet campaigns are rising, the EU government encourages private sectors to take action, 33 organizations ranging from food industry to consumer associations (to date, the Platform has generated almost 300 commitments to action) according to Cappacci et. al. (2012), these actions seen successful may be further encouraged as the government shows interest in these policies. Economic Cooperation and Development (OECD) introduced a survey promoting nutrition and healthy diet among OECD countries through promoting healthy eating, fruit-and-vegetable consumption schemes, and labelling regulations (Cappacci, 2012), schemes may further increase in magnitude of healthy eating promotions. Researchers from UK, Denmark, USA, Finland, Norway and Australia are working on health education, providing evaluations for social support systems for young people or others in the community (Shepherd et. al. 2006), therefore healthy eating is becoming more economical through social programs. Technologies are advancing in order to contribute towards promotion of a healthy diet mentioned by Michie et. al. (2012), e.g. phone alerts that prompt to perform target behaviour; making healthy dieting easier. EU member states produced policies intended to change the market environment by changing prices or food availability (Cappacci et. al. 2012) prompting healthy eating. Briggs et. al. (2013) provides evidence for legal aspects of the matter, particularly the 20% sugar sweetened drink tax introduced by the government, having legal implementations the demand for healthy substitutes increased, sugar tax has been implemented on variety of other products however sugar sweetened drinks being the most popular had the most impact on the market.

Growing demand for convenience foods as well as a trend for healthy eating resulted in processed food deemed low-fat, reduced-sugar, low-calorie or fibre-rich, or which have added vitamins and minerals to grow in popularity according to Burton et. al. (2001), furthermore meals have become more individual and less predictable. It is evident that encouraging untraditional foods may reach a larger audience due to rapidly changing food culture that can be explained by the human drive for exciting food, 51% of people cooking at home like to experiment with new trends according to Mintel (2016) and main reasons for cooking at home is cost cutting, enjoyment and ingredient control. A survey conducted in Australia claims there is an increasing interest in the domestic preparation of food with postulated health benefits of “cooking from scratch” (Worsley et. al. 2015). Although the study conducted from mainly over 50 people with families may not represent results similar to a different demographic, the results showed similarities in terms of greater interest in cooking and broader use of cooking techniques.

In terms of perception of healthy eating, Kearney and McElhone (1999) concluded that time and taste was more important to students than other socio-demographics, without health benefits being crucial, the evaluation of the results suggested that price perception triggers a lot of the decisions made by students. Females are more likely avoid foods with a negative health image and consume more foods with a positive health image, it has been widely reported in past research by Beasley et. al. (2004) at John Moore university at Liverpool, that females tend to be more health conscious while males tended to partake in more physical activity. Steptoe (2001) cited a study from 1990 to 2000 claiming that young populations’ attitudes and behaviours are not towards a healthy diet and efforts should be made in order to promote favourable health habits in youth. Also, considering market information covered in 1. B. and mentioned studies, the main objectives for the campaign are to create a campaign promoting time-savvy, creative, cost effective, home cooked meals that appeal to female and male demographics equally.

IMC Food promotion. (2017 m. Liepos 10 d.). http://www.mokslobaze.lt/imc-food-promotion.html Peržiūrėta 2017 m. Rugsėjo 22 d. 13:02