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Baby Food Ads Often Contradict Health Experts

Health & Wellness

November 1, 2016 | Daniel P. Jones, UConn Rudd Center

Marketing messages may lead parents to think food and drink for very young children is healthier than it really is, says a new study from the UConn Rudd Center.

Marketing messages may lead parents to think food and drink for very young children is healthier than it really is, says a new study from the UConn Rudd Center. (Whitney Hubbard, UConn Rudd Center/UConn Photo)

 

Marketing for baby and toddler food and drinks often contradicts the advice of health professionals, using messages that may lead parents to believe these commercial products are healthier alternatives to breastmilk or homemade food, according to a new study by the Rudd Center for Food Policy and Obesity at UConn.

Many of the products companies are marketing for very young children contain cane sugar, sucrose, agave, and corn syrup. This must stop. — Marlene Schwartz

The new Baby Food FACTS report found that companies spent $77 million in 2015 to advertise infant formula, baby food, and toddler food and beverages to parents, primarily through TV, magazines, and the internet. By comparison, companies spent $98 million to advertise fruits and vegetables in 2015 – products intended for the entire U.S. population.

Jennifer Harris, director of marketing initiatives for the UConn Rudd Center and lead author of the report, and her Rudd Center team compiled data from syndicated media sources for baby and toddler food and drinks, including the amount spent on advertising to parents and parents’ exposure to the advertising. In addition, they analyzed the nutritional content of advertised products, and marketing messages and claims in advertising and on product packages. The team also examined advertising to Hispanic parents in Spanish-language media.

Key Findings: Positive Outcomes

  • The majority of baby and toddler foods offered by companies examined in this report were fruits, vegetables, and meals, and all were nutritious choices for babies and toddlers. These products include pureed fruits and vegetables, and mixed foods that typically include fruits and vegetables plus grain or dairy ingredients.
  • Also on a positive note, the amount spent to advertise infant formula through TV and magazines declined substantially between 2011 and 2015, dropping from more than $30 million to less than $10 million.

“There are some bright spots with respect to companies marketing healthier products. Beech-Nut and Gerber offer only nutritious baby foods, and market these products in a way that supports expert recommendations on best practices for feeding babies,” says Harris. “We applaud these companies for doing the right thing and encourage others to follow their example.”

Key Findings: Opportunities for Improvement

  • Nearly 60 percent of advertising dollars promoted products that are not recommended for young children, including sugar-sweetened toddler milk (often marketed as toddler “formula”), nutritionally poor snack food, and Pediasure, a high-calorie liquid nutrition supplement aimed at young children. These advertisements emphasize individual nutrients and supposed benefits for young children’s mental and physical development. However, parents who follow expert recommendations for feeding young children do not need to purchase many of these products.
  • For example, experts do not recommend serving products with added sugar to children under two. Yet research results show that 50 percent of baby snack food and 83 percent of toddler snack food products studied contain added sweeteners. Toddler milk products also contain added sweeteners, including sugar, glucose syrup solids, honey, and corn syrup. Moreover, the Academy of Family Physicians and the American Academy of Pediatrics do not recommend serving toddler milk, as it has no proven advantage and is more expensive than serving whole milk to toddlers over one year old. Similarly, Pediasure, aimed at toddlers, is high in calories and contains as much sugar as an 8-ounce sports drink.
  • Additionally, marketing for infant formula often includes promises of benefits for infants, such as less crying, better digestion, and brain development, which may lead parents to believe that these products are more beneficial than breastmilk. Companies are not currently required to support these claims with scientific research.
  • Targeting Hispanic parents with products containing added sugars is especially problematic, due to higher rates of overweight and obesity among Hispanic children. Pediasure nutritional supplement and Enfagrow and Nido toddler milks were the only brands examined in this research marketed on Spanish-language TV in 2015, with companies spending $16 million – 43 percent of their Spanish-language TV advertising – to promote these products.

Says Harris, associate professor of allied health sciences, “Our analysis shows that marketing for baby and toddler food, infant formula, and toddler milk and nutritional supplements often contradicts expert guidance and in some cases encourages parents to feed their young children products that may not promote healthy eating habits.”

Valerie Duffy, professor and director of UConn’s Graduate Program in Allied Health Sciences in the College of Agriculture, Health, and Natural Resources, collaborated with the Rudd Center and contributed her expertise on the development of healthy dietary preferences and eating habits for babies and children under age 3 in analyzing the findings.

 

The study was funded by a grant from the Robert Wood Johnson Foundation and released today at the American Public Health Association’s 2016 annual meeting and expo in Denver, Colo. The information in this study provides tools to help parents and caregivers establish healthy eating habits for their children at a young age, and counteract misinformation that may be communicated through marketing of baby and toddler food and drink products.

“Babies and toddlers should not consume any added sugar,” says Marlene Schwartz, UConn Rudd Center director and a report author. “But many of the products companies are marketing for very young children contain cane sugar, sucrose, agave, and corn syrup. This must stop. We call on companies to use their marketing muscle to promote only their healthiest products made of simple ingredients that will help children develop an appreciation of a range of flavors and textures.” Schwartz is a professor of human development and family studies in the College of Liberal Arts and Sciences.

 

Baby Food FACTS is the latest in a series of Rudd Center FACTS reports that reveal marketing techniques and the nutritional quality of children’s food and beverage items.

 

How to launch a baby food advertisement in Tiktok and not get into a ban - marketing on VC.ru

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1486 views

36. 6 million people is not the population of Morocco, but the monthly number of active users on TikTok according to Mediascope. In March 2021, Mediascope conducted a study and found that the majority of the social network's audience are people who are between 25 and 34 years old. And 2/3 of the audience have an average income or above average. The myth that TikTok is only used by "schoolchildren" and teenagers has ruined the numbers.

We've been looking at TikTok for a long time as a potential platform for creating media plans for our clients.

Source: Mediascope

Case: how we launched an advertising campaign for FRISO

In August 2021, for Friso, our team launched the first brandformance campaign for TikTok users in Russia. The FRISO® brand is owned by Friesland Campina (Netherlands), which has been producing baby food for over 60 years and is the world's largest manufacturer of infant formula ingredients. It is important to note that the brand has not previously used the site. Our task was to run an advertising campaign on TikTok and Facebook and increase sales of Friso baby food on the marketplace.

We have been working with the Friso brand for a year, during this period we have accumulated a database of users who are in contact with the brand. Advertising campaigns on Facebook and TikTok ran in parallel. The advantages of Facebook are in a wide variety of ad formats, in this campaign we used: static and animated banners, video, carousel and single banners.

For Facebook, we used an audience selection based on general interests in the category, specific products, and user behavior on the network. We collected a custom audience based on internal data on user behavior on marketplaces and a segment similar to them.

To form segments, we use our own CDP platform, which collects and analyzes OFD data and cookies from online stores. Based on the data received, our team builds predictive models - it calculates which of the buyers is most likely to purchase a product, in this case from the baby food category.

There is no doubt about the effectiveness of Facebook advertising platforms, but it was interesting to see the results of this campaign for two reasons: firstly, the Facebook and TikTok tandem, and secondly, the first “fruits” of their own data platform.

For placement on TikTok, we have collected audiences:

  • Audience selection of users with interests in the "baby products" category.
  • Audience selection based on the behavior of new parents.

And then they trusted the algorithms of the social network, which have already proved themselves well.

The TikTok ad format is video-based, so our designers came up with a few options that we tested during the campaign. It is important to note that the site has special requirements for ads with children's products: TikTok accepts creatives with products for children from 6 months, so it is mandatory to add a readable "dice" with age.

An interesting fact: contrary to the opinion about the dominance of buzzers on the site, age analytics showed that the age group of 35–44 years converted the best.

We periodically test TikTok as a performance marketing tool and gradually offer the platform to our customers. This advertising campaign confirmed that we are moving in the right direction.

Campaign results:

  • Achieved ROI=3;
  • More than 200% of impressions and clicks;
  • CTR > 1%;
  • ROAS = 2.8.

The results show that when planning advertising activities it is important to use both time-tested tools and give new formats a chance.

TikTok campaign launch checklist

  • You need to have a TikTok Ads account to run and manage an advertising campaign.

  • The algorithm of the platform is admirable, but it is still important to carefully approach the setting of audiences.

  • The more information the platform has, the better the results will be. Having a TikTok pixel will make life a lot easier when you launch it and will be even more useful later on.

  • We must be prepared for the fact that the video will have to be changed quite often.

  • Use the right creatives: vertical videos (1080x1920) 5 to 60 seconds long, audio track required.

  • When creating a video, keep in mind that the app's interface overlaps some part of it, so use safe zones of 130px on top and 484px on the bottom.

  • If you are promoting products for children, make sure that the age of the creatives is “from 6 months”, otherwise the ad will not be moderated.

  • Check the link before starting! If something is wrong with it, then it will no longer be possible to replace it in a running ad, you will have to create a new one.

  • Do not try to cheat the system: an endless war on moderation will not benefit the business, and it will still not work to advertise prohibited topics.

Well, and an important question for the readers, what requirements would you add to our checklist? Write ideas in the comments!

Charm of "Darkness", animation of "Mom Lama" or "Miracle of Children"? Compare ads for baby food

Baby food - products that are designed for a specific segment of the target audience. Her promo videos are often designed with messages of support for young parents, and frames with touching children are used as the main visual.

The neuromarketing company "Neurotrend" devoted a new rating of "NeuroVisor" to advertising baby food, which were broadcast on TV throughout the year. She also presented a detailed analysis of marketing techniques in a video from the Tyoma brand, one of the leaders in the list.

What is NeuroVisor?

This is a thematic neuromarketing rating of commercials that were broadcast on TV during the year. Analytics from the company "Neurotrend" is compiled on the basis of psychophysiological data obtained during the study of consumers at the time of viewing the advertisement. The video is shown to the respondents, whose reaction is measured using an EEG, an eye tracker and a polygraph. Each video is evaluated according to the same parameters - attention, interest, engagement, memorability.

Attention score

Advertisements with young children evoke strong positive emotions in viewers, which is why this
episode was particularly enjoyable. The company's researchers analyzed ten commercials for baby food and are ready to tell you about the results. The ads handled the attention averagely — despite the fact that most of the ads, of course, overcame the average mark, no one became a leader.

Therefore, three "stars" become the best rating of this rating, and only two videos get it - "Miracle Baby" and Nutrilon 3. Interestingly, the leader in this criterion was an advertisement in which children were not involved at all, and its main character - famous cartoon character.

“Interest” indicator

In terms of interest, the baby food ads performed well – the entire rating is green, and six out of ten ads received the maximum four “stars”. The leader in this criterion is again advertising with Mickey Mouse.

It seems that even an adult audience has fallen in love with this character so that advertisements with his participation are watched not only very carefully, but also with great interest.

Indicator "Emotional involvement"

The rating is green again, which means that more than half of the videos have confidently crossed the cherished line and received the well-deserved four "stars". This time, Bellakt and Mama Lama became the leaders, but for the first time in this issue, Miracle Baby with Mickey Mouse turned out to be an outsider. Apparently, a couple of happy kids in the frame were still not enough to win the hearts of the audience.

"Memorability" indicator

Despite the fact that the advertisement was interesting and caused a lot of positive emotions, it almost could not be remembered. The only video that managed not only to cross the line of average value, but also to fall into the three-star category, is "Agusha".

The rest of the commercials performed even below average, and "Wonder Kids" did not manage to find a place in the memory of the viewers at all - they did not receive a single star.

Analysis of the video "Darkness" from a behavioral psychologist

The video received 12 "stars", and four of them were received according to the criteria "Emotional involvement" and "Interest", and according to the indicators "Memorability" and "Cognitive attention" the values ​​are not the highest - just two stars.

High levels of emotional involvement are associated with the main character of the video - a cute baby who evokes tenderness and a sense of belonging. The audience clearly liked the child in this video, they carefully examine it, the image causes joy.

Demonstration of educational toys for 3-4 seconds in engagement and positive emotion. However, attention here is somewhat reduced due to the division of attention focuses on an object and a person.

From 11 to 15 seconds, there is an increase in attention and positive emotions among the audience. What is it connected with? It is at this moment that the refrigerator opens and Tyoma products appear. Apparently, brand recognition has taken place, and the products evoke positive emotions.

This may indicate that viewers have had a positive experience with these products.

At the moment when the baby is eating, there is a peak of attention and expressed positive emotions close to delight. Perhaps for parents who have children of this age, and even with whims about food, the moment when the child eats something with pleasure gives joy no less than the child himself.

But at 16-17 seconds there is some tension, a negative emotion arises. This is not due to a visual image, but to cognitive dissonance, when the mother’s question “What to please?” a child who still does not know how to eat, says the phrase "Love will help." This is perceived unnaturally, causing resistance among the audience.

The last shots showing the product line evoke sympathy, positive emotions and interest. The audience looks at and reads the inscription: "Love will prompt." However, it is clear that initially the focus of attention when showing a product line is directed not to the product, but almost to the void. Why?

The fact is that before the change of plan, the focus of attention was right there on the face of the child, which was looked at attentively and with positive emotion. Poor packshot placement robs viewers of some of the time they could have
to use to review the product line. This is also associated with a slight decrease in the indicator of cognitive attention in the last second of the video.

Thus, despite the good advertising rating, which is achieved mainly due to a cute baby and, apparently, a positive attitude towards the brand, there is an opportunity to change the perception of the video with the improvement of camera work: it is necessary to monitor the position of the gaze when changing plans, exclude situations where a significant part of the screen is a shadow, fuzzy image or void.

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