Advertisement
Report| Volume 52, ISSUE 1, P87-95, January 2020

How Branded Marketing and Media Campaigns Can Support a Healthy Diet and Food Well-Being for Americans: Evidence for 13 Campaigns in the United States

Published:October 29, 2019DOI:https://doi.org/10.1016/j.jneb.2019.09.018

      Abstract

      This report summarizes the available evidence for strategies used in large-scale, branded marketing campaigns to promote healthy dietary behaviors to Americans between 1990 and 2016. An adapted health-branding framework guided the 3-step mixed-methods approach to identify evidence for campaigns using a scoping review, comprehensive literature review, and key-informant interviews (n = 11). Results show that industry, government, and nongovernmental organizations supported 13 campaigns that used various health-branding strategies. The authors suggest opportunities that may inform the design and evaluation of diet-related campaigns to improve understanding and application of health-branding strategies to promote a healthy diet and to advance consumer health and well-being.

      Key Words

      To read this article in full you will need to make a payment

      Purchase one-time access:

      Academic & Personal: 24 hour online accessCorporate R&D Professionals: 24 hour online access

      SNEB Member Login

      SNEB Members, full access to the journal is a member benefit. Login via the SNEB Website to access all journal content and features.

      Subscribe:

      Subscribe to Journal of Nutrition Education and Behavior
      Already a print subscriber? Claim online access
      Already an online subscriber? Sign in
      Institutional Access: Sign in to ScienceDirect

      REFERENCES

      1. US Department of Health and Human Services, US Department of Agriculture. 2015–2020 Dietary Guidelines for Americans. 8th ed. Washington, DC: US Department of Health and Human Services, US Department of Agriculture; 2015.https://health.gov/dietaryguidelines/2015/guidelines/. Accessed August 19, 2019.

      2. Center for Nutrition Policy and Promotion, US Department of Agriculture. Average Healthy Eating Index-2015 scores for Americans by age group.https://www.fns.usda.gov/hei-scores-americans. Accessed February 20, 2019.

        • US Burden of Disease Collaborators
        The state of US Health, 1990–2016: burden of diseases, injuries, and risk factors among US states.
        JAMA. 2018; 319: 1444-1472
      3. Institute for Health Metrics and Evaluation (IHME). GBD Compare. United States. Both Sexes, All Ages, Percent of Total DALYs, 1990, 2017. Seattle, WA: IHME, University of Washington; 2017.http://vizhub.healthdata.org/gbd-compare. Accessed February 20, 2019.

        • Johnston JL
        • Fanzo JC
        • Cogill B
        Understanding sustainable diets: a descriptive analysis of the determinants and processes that influence diets and their impact on health, food security, and environmental sustainability.
        Adv Nutr. 2014; 5: 418-429
        • Lee-Kwan SH
        • Moore LV
        • Blanck HM
        • Harris DM
        • Galuska D
        Disparities in state-specific adult fruit and vegetable consumption — United States, 2015.
        MMWR Morb Mortal Wkly Rep. 2017; 66: 1241-1247
        • Block LG
        • Grier SA
        • Childers TL
        • et al.
        From nutrients to nurturance: a conceptual introduction to food well-being.
        J Public Policy Mark. 2011; 30: 5-13
        • Harris JL
        • Pomeranz JL
        • Lobstein T
        • Brownell KD
        A crisis in the marketplace: how food marketing contributes to childhood obesity and what can be done.
        Annu Rev Public Health. 2009; 30: 211-225
        • Leibowitz J
        • Rosch JT
        • Ramirez E
        • Brill J
        • Ohlhausen M
        A Review of Food Marketing to Children and Adolescents: Follow-Up Report.
        Federal Trade Commission, Washington, DC2012
        • Chandon P
        • Wansink B
        Does food marketing need to make us fat? A review and solutions.
        Nutr Rev. 2012; 70: 571-593
        • Keller KL.
        Branding perspectives on social marketing.
        ACR North Am Adv. 1998; 25: 299-302
        • Pleasure PS.
        An under-utilised ‘P’ in social marketing for healthy eating.
        Appetite. 2016; 104: 60-69
        • Bublitz MG
        • Peracchio LA
        Applying industry practices to promote healthy foods: an exploration of positive marketing outcomes.
        J Bus Res. 2015; 68: 2484-2493
        • Evans WD
        • Blitstein J
        • Vallone D
        • Post S
        • Nielsen W
        Systematic review of health branding: growth of a promising practice.
        Transl Behav Med. 2014; 5: 24-36
        • Rekhy R
        • McConchie R.
        Promoting consumption of fruit and vegetables for better health. Have campaigns delivered on the goals?.
        Appetite. 2014; 79: 113-123
        • Snyder LB.
        Health communication campaigns and their impact on behavior.
        J Nutr Educ Behav. 2007; 39: S32-S40
        • Institute of Medicine committee on an evidence framework for obesity prevention decision making
        Assembling evidence and informing decisions.
        in: Kumanyika SK Parker L Sim LJ Bridging the Evidence Gap in Obesity Prevention: A Framework to Inform Decision Making. National Academies Press, Washington, DC2010: 133-155
        • Kumanyika S
        • Brownson RC
        • Cheadle A
        The LEAD framework: using tools from evidence-based public health to address evidence needs for obesity prevention.
        Prev Chronic Dis. 2012; 9: E125
        • Cohen DJ
        • Crabtree BF.
        Evaluative criteria for qualitative research in health care: controversies and recommendations.
        Ann Fam Med. 2008; 6: 331-339
        • Arksey H
        • O'Malley L
        Scoping studies: towards a methodological framework.
        Int J Soc Res Methodol. 2005; 8: 19-32
        • Paez A
        Grey literature: an important resource in systematic reviews.
        J Evid Based Med. 2017; 10: 233-240
        • Barbour RS.
        Checklists for improving rigour in qualitative research: a case of the tail wagging the dog?.
        BMJ. 2001; 322: 1115
        • Bowling A.
        Research Methods in Health: Investigating Health and Health Services.
        McGraw-Hill Education, Berkshire, England2014
        • Boyatzis RE.
        Transforming Qualitative Information: Thematic Analysis and Code Development.
        Thousand Oaks, CA: Sage Publications, 1998
        • Pivonka E
        • Seymour J
        • McKenna J
        • Baxter SD
        • Williams S
        Development of the behaviorally focused Fruits & Veggies—More Matters public health initiative.
        J Am Diet Assoc. 2011; 111: 1570-1577
      4. Schultz EJ. ‘Got Milk’ dropped as national milk industry changes tactics. Ad Age. February 24, 2014.http://adage.com/article/news/milk-dropped-national-milk-industry-tactics/291819/. Accessed August 12, 2019.

        • National Academies of Sciences, Engineering, and Medicine
        Food Literacy: How Do Communications and Marketing Impact Consumer Knowledge, Skills, and Behavior? Workshop Summary.
        The National Academies Press, Washington, DC2016
      5. Harris Interactive. “Got milk?” From memorable to motivational.https://www.academia.edu/22543033/_got_milk_From_Memorable_to_Motivational_How_research_helped_re-focus_one_of_Americas_most_visible_advertising_campaigns. Accessed August 12, 2019.

        • Lin C-F.
        Segmenting customer brand preference: demographic or psychographic.
        J Prod Brand Manag. 2002; 11: 249-268
        • Wootan MG
        • Reger-Nash B
        • Booth-Butterfield S
        • Cooper L
        The cost-effectiveness of 1% or less media campaigns promoting low-fat milk consumption.
        Prev Chronic Dis. 2005; 2: A05
      6. The Nielsen Company. The drink up campaign is improving America's health, one water bottle at a time; 2015.http://www.nielsen.com/us/en/insights/news/2015/the-drink-up-campaign-is-improving-america-s-health-one-water-bottle-at-a-time.html. Accessed August 14, 2019.

        • Montgomery AW
        • Dacin PA
        • Dacin MT
        Collective social entrepreneurship: collaboratively shaping social good.
        Bus Ethics. 2012; 111: 375-388
        • Kraak VI
        • Story M.
        Guiding principles and a decision-making framework for stakeholders pursuing healthy food environments.
        Health Aff. 2015; 34: 1972-1978
        • Afshin A
        • Penalvo J
        • Del Gobbo L
        • et al.
        CVD prevention through policy: a review of mass media, food/menu labeling, taxation/subsidies, built environment, school procurement, worksite wellness, and marketing standards to improve diet.
        Curr Cardiol Rep. 2015; 17: 98
        • Wakefield MA
        • Loken B
        • Hornik RC
        Use of mass media campaigns to change health behaviour.
        Lancet. 2010; 376: 1261-1271
        • Guilkey DK
        • Hutchinson P
        • Lance P
        Cost-effectiveness analysis for health communication programs.
        J Health Commun. 2006; 11: 47-67
        • Snyder LB
        • Hamilton MA
        • Mitchell EW
        • Kiwanuka-Tondo J
        • Fleming-Milici F
        • Proctor D
        A meta-analysis of the effect of mediated health communication campaigns on behavior change in the United States.
        J Health Commun. 2004; 9: 71-96
      7. Produce for Better Health Foundation. 2018 Annual Report. https://fruitsandveggies.org/wp-content/uploads/2019/05/2018-PBH-Annual-Report-FINAL.pdf. Accessed August 24, 2019.