Can Advertising Save Vegetables
Here at DrivenMedia, we love to highlight when advertising has made the news as well as our view on it.
A BBC News article, published on the 27th March 2018 highlights the story of a former advertising executive has switch sides in the battle for which foods we put in our mouths.
News Article Summary
Advertisers have been perfecting the art of promoting food, mostly fizzy drinks and fast foods but can they now drive the comeback of vegetables?
“Popeye’s green-veg-fuelled antics were credited with boosting US spinach sales by a third during the Great Depression of the 1930s.”
Currently, only 1.2% of all advertising spend in the Uk food industry is aimed at promoting vegetables, according to campaign group the Food Foundation.
Dan Parker, thinks it’s time to turn the tables and is using his experience as an advertising executive to drive the change towards a healthy plate.
Vegetables have been promoted using the health card by Public Health England, this makes eating them a chore and not something we enjoy.
That is the message behind his charity Living Loud.
For years advertisers have normalised potentially unhealthy habits, like a mid-morning or Mid-afternoon snack or that eating a larger portion is socially acceptable.
Veg has to be fun and appealing not boring and a chore.
With obesity on the rise in the Uk, we can certainly see his point. Fast food adverts could be deemed unacceptable but we don’t see them like that because society has changed.
Previously collectively advertisers must have spent billions to create this time of social change, is it too little too late?
We don’t think so. With some clever creative, like they have planned and using broadcast advertising across a range of media the tide will turn and we’d like to help.
So Dan, we’d like to help drive a healthier change. Include a medium that not crowded with food adverts. That can drive change nationally and impactfully across all demographic categories. We’d love to help and use our truck advertising knowledge & experience for good.