Fat is a marketing issue

The major area for concern worldwide it seems, is the increase of childhood obesity levels. Stats show that obesity levels have increased from 200 million people between 1995 and 2000 to hit the 300 million mark in 2004. Ironically there are the most obese people in the third world and it is here that there is a real need to introduce strategies for selling food which are focused on diet, reasonable consumption, physical activity and health.

The call to ban fast food advertising outright is giving rise to the premise that as far as advertising is concerned, "food is the new tobacco". This has prompted countries such as Sweden and Quebec to ban TV advertising targeted at children under 12; Italy, to rule against kids under 14 in their ads; and Ireland to introduce mandatory health warnings (similar to those on tobacco and alcohol products) on all confectionery products. Ireland have also outlawed the use of all celebrities, sports stars or other heroes from ads aimed at kids, unless the ad is part of a public health education campaign.

Groups such as anti-MacDonald's campaigners to "Bring the Clown Down", are seriously putting pressure on marketers around the world. In Australia and New Zealand there is apparently a huge presence to restrict [fast] food advertising. In Great Britain the Food Standard Agency (FSA) also has rulings pending on allowing promotions aimed at children only, on healthy food and that the use of celebrities, characters and cartoons be permissible only if used to endorse healthy foodstuffs.

In Australia, where they have the biggest number of obese kids after the USA, the advertising community have decided to be pro-active in reviewing their practices with regard to the above issues, in order to be seen to be part of the solution, rather than the problem, should legislation be enforced.

According to Loerke the fact that the world is now a global village means that every country may be under scrutiny.

But powerful ads can change attitudes - this has been seen particularly in successful anti-drinking and driving and seatbelt campaigns globally. The word being bandied around is "responsibility" and in the future the brands that have the most to lose will be those that are seen to be "irresponsible". This state of affairs has prompted brands such as Kellogg, Nestle, Kraft and Mars, amongst others, to announce reduced sugar content in their products and to review vending practices and portion sizes. Even MacDonald's has felt the need to introduce salad meals!

If you are moved to further familiarise yourself or keep up to date with all these issues visit:
www.responsible-advertising.org
www.easa.org
www.aeforum.org (the largest database on advertising to children)
www.mediasmart.co.uk

Awkwardly, the presentation by Richard Pinder, VP of Leo Burnett Europe, Middle East and Africa, the following day at the Loerie Festival (1 - 3 October 2004, Sun City, South Africa), chose to focus on MacDonald's, as his only case study, in an effort to illustrate the title of his talk - Taking Global Brands Local!

In a text book case of "how not to", his presentation unashamedly featured children of every age group, sporting heroes, characters, celebrities and consumption in every frame, before coyly showing a dimly lit salad platter as its end frame. Probably sensing a bit of dichotomy of message, the MC, moved smartly along after this treatise, by announcing that there would unfortunately be no time for questions.

The reason, I believe, is that Mr Pinder, in the light of all of the above, would have been justifiably nailed for irresponsible advertising, no matter how creatively executed.