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

Tessa R Englund; Mi Zhou; Valisa E Hedrick; Vivica I Kraak

doi:10.1016/j.jneb.2019.09.018

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

J Nutr Educ Behav. 2020 Jan;52(1):87-95. doi: 10.1016/j.jneb.2019.09.018. Epub 2019 Oct 29.

Authors

Tessa R Englund¹, Mi Zhou², Valisa E Hedrick², Vivica I Kraak²

Affiliations

¹ Department of Human Nutrition, Foods, and Exercise, Virginia Tech, Blacksburg, VA. Electronic address: retessa@vt.edu.
² Department of Human Nutrition, Foods, and Exercise, Virginia Tech, Blacksburg, VA.

PMID: 31672282
DOI: 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.

Keywords: communications media; food preferences; health promotion; healthy diet; marketing.

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

Consumer Behavior
Diet, Healthy*
Food Preferences
Health Promotion / methods*
Humans
Marketing*
Mass Media*
United States