filter by tag: health

January 20, 2012 at 1:47 PM by Cone Communications

This week, Paula Deen revealed a not-so-surprising secret: she has type 2 diabetes. Not surprising because this not-so-fit chef and TV personality has been preaching her love of all things butter since she first graced us with her presence on the Food Network some years ago. And boy, did she grace us. She epitomized southern hospitality – she called us all her friends, she sent us “love and best dishes” and she welcomed us into her home.

Admittedly, I too fell in love with Paula. It was refreshing not to see her scrutinize every morsel of food she put into her mouth. It was refreshing to see that she was comfortable in her own skin, despite being well into her 50s and overweight. It was refreshing to see such a healthy appetite for food – and for life. And so I, along with the rest of America, bought her cookbooks and bakeware. In essence, I bought into her persona (my PR background doesn’t make me immune to marketing tactics, just more aware of them).

Since making the announcement, Paula has been the subject of consumer backlash. Many feel deceived. Many are disappointed that she withheld this news for the last three years. Many feel that she forced her fat-and-sugar-laden recipes upon them and, to some extent, down their throats.

 

The problem with Paula’s announcement had nothing to do with the timing. It had nothing to do with the recipe of disaster she cooked up for herself (pun intended). Instead, it had everything to do with her motive for making the announcement: a deal with a giant pharmaceutical company named Novo Nordisk, a major manufacturer of diabetes drugs.

It’s no secret that Americans’ trust in corporations is declining, and the pharmaceutical industry is not immune to it. We’re a nation that loves a good David vs. Goliath story – the triumphant little guy (American consumers) against the big giant (corporations). So why is Paula, one of the friendliest faces on television, suddenly aligning herself with the Goliath corporation rather than consumers? That’s the real problem. Right now, it seems like Paula’s only looking out for herself and her pocketbook, not all the friends she made along the way.

What would’ve been more Paula-esque? For one, putting her friendly face on a campaign to educate the public about diabetes could’ve been a step in a positive direction. Second, if Paula admitted the error of her cooking ways and proposed a healthier lifestyle for her and all her “friends,” with the help of a trustworthy and respectable partner (like the American Diabetes Association [ADA], for example) things could have played out a whole lot differently*. Cone’s 2010 Cause Evolution Study found that 81 percent of consumers believe that if a celebrity’s commitment to a cause is authentic, he or she can play a significant role in raising awareness for the issue. Imagine the power of Paula Deen.

Do I think this will cause irreversible harm to the Paula Deen brand? No, because, if there’s a story the American consumer enjoys more than a David vs. Goliath, it’s the resurrection of a fallen hero. What it will do is make us all a little more skeptical about what goes into our foods and just how much fat we’re willing to let into our lives – even if it comes wrapped in a sugary sweet southern drawl.

 

--Jenna Walsh, Senior Account Executive

*Note: In later interviews, Paula noted that an undisclosed percentage of her earnings as a spokesperson for Novo Nordisk will be donated to the ADA.

Tags: criticism health campaign nonprofit food strategy

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May 23, 2011 at 1:57 PM by Cone Communications

It’s already been an interesting year in the food and nutrition space. It’s less than halfway through, but food makers and food marketers are awaiting the fall-out from monumental changes in policy, industry, consumer behavior and research.

The year began with the unveiling of the 2010 Dietary Guidelines, which provide a solid foundation upon which all Americans should base their diets. Although the obesity epidemic has been front and center in the media for several years, these much anticipated Dietary Guidelines mark the first time that emphasis is actually placed on eating less. Two key concepts are the cornerstone of the guidelines: maintain calorie balance over time to achieve and sustain a healthy weight and focus on consuming nutrient-dense foods and beverages. By encouraging Americans to “enjoy your food, but eat less,” the government has changed the paradigm.

 

At the end of April, an Interagency Working Group made up of representatives from the FTC, FDA, USDA and the CDC released new suggested guidelines on how the food industry can market products to children. The new proposal (which is suggested to strengthen existing voluntary guidelines established in 2005) calls on the food industry to improve the nutritional quality of foods it markets directly to kids ages 2 to 17 years old. Although the proposed changes are currently under review, and even if implemented would remain voluntary, it will be interesting to see how the industry responds – and even more interesting to see if there is an ultimate impact on the health of children in the U.S.

Of course the food industry, itself, continues to evolve. New trends this year include revising sodium levels (to meet recommendations laid out in the Dietary Guidelines) and home cooking, which remains a trend as the economic environment, combined with a focus on natural, local and whole ingredients, continues. There is also an increased focus on functional foods - especially foods that provide function naturally. If you haven’t already, there’s no doubt you’ll soon see these trends heavily leveraged in ad campaigns and on-pack messaging.

Time will tell what, if any, impact shifts in advertising and marketing to children might have. And there is no doubt that everyone would do well to heed the advice laid out within the Dietary Guidelines; doing so would create a healthier nation, one individual at a time. The solution, however, must ultimately come from everyone in our food system. From restaurants and schools to farmers and grocery stores to food producers and marketers – and consumers themselves - everyone must work together to bring about change. Only with full collaboration will the nation ultimately become healthier…and slimmer.

--Peggy O’Shea-Kochenbach, Vice President

Tags: economy trend marketing youth health nutrition food

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August 20, 2010 at 11:32 AM by Cone Communications

Media relations is a powerful communications vehicle. Through reporting, journalists can help improve lives, expose corruption, create laughter and deliver breaking news. I enjoy working with journalists on stories that educate and engage consumers about our clients’ latest endeavors. But lately, I’ve been in the uncomfortable position of educating media about their inaccurate reporting of açaí (ah-sigh-ee).

 

The dark purple berry, harvested in the Amazon, has been the subject of weight-loss scams, lawsuits, inaccurate environmental sustainability claims and false health reports. Media and consumers seem fascinated and perhaps overwhelmed by information about açaí. Type the word açaí into Google and an infinite number of links will appear. Yet, many journalists and consumers remain unclear about its real benefits. Why?

• The U.S. doesn’t have labeling standards for açaí. Many companies do not disclose how much açaí vs. other fruit make up their product blends.
• Even if a product label reads “açaí juice” in big bold letters or is listed as the first ingredient in the nutrition panel, it does not mean açaí juice is the main ingredient or that the juice has not been filtered or watered down with the pulp removed (which contains many of the nutrients).
  

This confusion will begin to clear when Sambazon (client), the global leader in açaí, launches a new consumer awareness campaign: Real Deal Açaí.The campaign will expose the lack of transparency in labeling açaí products, urging consumers to learn about types and amounts of açaí in products and asking companies to be transparent about what their products actually contain. The campaign will include an informational hang tag, a webpage and a nutrition spokesperson.

 

If you find yourself having to educate media about your clients’ products or services, it might be a good idea to follow Sambazon’s example and create an awareness campaign. If media don’t understand your product, chances are your consumer audience probably won’t either.

--Maureen O’Connell, Senior Account Supervisor

Tags: food health campaigns clients mediarelations

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April 20, 2010 at 3:50 PM by Cone Communications

The Food Channel recently released its take on the Top Ten Foods of the Decade:

1. Sushi
2. Bacon
3. Cupcakes
4. Sliders
5. Gourmet burgers made with kobe or angus beef
6. Superfruits, such as acaí, pomegranate and blueberry
7. Oils, such as olive oils and truffle oils
8. Whole grains
9. Artisan foods, particularly in breads, cheeses and dark chocolates
10. Coffees and teas

 

While there may be agreement, or disagreement, with the actual foods named, it’s hard to dispute the fact that it is intriguing to look back over the past 10 years and see all we’ve gone through in the world of food and nutrition. The top foods were influenced by many factors, from the economy to industry to the environment and consumer education. In fact, The Food Channel also identified its own Top Ten Food Influences of the Decade – a list that may be even more interesting than the foods themselves:

1. Organic foods, along with Locavore and community supported agriculture
2. International cuisines
3. Food TV and Internet
4. Food safety
5. The economy and subsequent shift to home cooking
6. Fast casual restaurant concepts
7. Fair trade and artisan concepts in bread, chocolates, cheeses
8. Mobility/social media/Twitter notifications/underground dining
9. Mixology
10. Culinary education
    

Overall, it’s been an interesting – if not monumental – decade in the world of food. The proliferation of media and communication tools in combination with, or resulting in, the increasingly sophisticated American palates have been fascinating to live – and eat – through. As marketing professionals, it’s been exciting to see how food has influenced our society and the food industry. And as dietitians and nutritionists it’s been thrilling to see how food continues to become more entrenched in our lives and personal health. The intersection of this societal impact and greater attention to our health and well-being is hopefully something that will continue to grow and evolve and have a positive effect.

Some trends flagged to be tops for 2010 include increased simplicity, dining in, limiting salt, increasing whole grains, new beverages and carbon footprints. Certainly, all of these trends, and more, are things we must monitor when communicating with consumers and the industry. I’m also curious to see how many will simply be a fleeting fad and how many will stand the test of time and be on the “Top Ten” list of the next decade.

 

What foods or food influences would be on your top 10 list?

--Peggy O’Shea-Kochenbach, Vice President

Tags: marketing health wellness nutrition trend food

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January 7, 2010 at 4:48 PM by Research & Insights

‘Tis the season to get skinny…and fast! The mother of all New Year’s resolutions didn’t disappoint in 2010, as “lose weight” tops the list again this year with 22 percent of consumers who made resolutions looking to shed some extra pounds.

 

Long on top of the weight-loss trend, fast food restaurants haven’t been shy about pushing lower-calorie/less-fat versions of their standard fare. This has been a boon for consumers who don’t want to make drastic changes to eating habits that may already include fast food indulgences. As counter-intuitive as it may seem, fast food diets can actually help some people lose weight, at least in the short term, if the products provide less fat, sugar, sodium and/or fewer calories.

 

The latest entrant into the fast-food diet wars is Taco Bell, who recently introduced its Drive-Thru Diet, featuring seven “Fresco” menu options with fewer than nine grams of fat. The campaign stars Christine, a woman who lost 54 lbs. in part by switching to Fresco menu items. Marketing is also supported by new media elements, including an online “Frescolution” pledge to eat less and exercise more, a Twitter contest and e-cards to invite friends to take the pledge. Taco Bell even joined forces with the NBA to promote the diet as part of a fit and healthy lifestyle.

 

The young campaign has already faced some harsh criticism, but by avoiding words like “healthy” or “weight loss,” Taco Bell is in the clear, at least from a legal standpoint. Marketing healthy foods or diets can be fraught with legal and ethical pitfalls. Below are some tips for authentically communicating your foods’ health messages:

1. Provide the facts (even the less desirable ones): Your foods may be low in fat, but are they high in sodium? Let consumers know the whole health-related story. And be sure when using testimonials to provide your consumers with details about dietary and lifestyle habits outside of your diet.
2. Avoid claims that aren’t substantiated with research: You could be opening yourself up to criticism, or even worse, liability if your claims are not founded on legitimate scientific research. Take the time to research your claims before slapping them on a Web site or billboard.
3. Provide context: There’s no official definition of “health food,” so be careful if positioning foods as healthy vs. unhealthy. Instead, be upfront about the foods’ nutritional contents and how they vary from typical offerings.
4. Engage a credible third party: Endorsement by a credible health expert can help communicate the real nutritional value of food offerings and convince skeptical consumers. Have a third-party expert serve as a spokesperson, or at least publicly sign-off on your products and promises, for your marketing campaign.

Tags: campaigns trend health nutrition food bestpractices

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November 2, 2009 at 10:25 AM by Cone Communications

This autumn season is not about beautiful foliage, pumpkins and apple picking, it’s all about which flu vaccines are out there and how to get them. I am among the lucky ones because the general flu shot was brought conveniently to my office. One less thing to worry about!

With the introduction of the H1N1 flu, people are confused not only about where to get vaccinated but if they should even get vaccinated. Doctors’ offices are overwhelmed by calls, parents are worried about their children’s health and most of the general public is becoming scared they may be afflicted by this invisible warrior.

 

Much like the 2005 bird-flu pandemic that never amounted to anything substantial, Americans are weary and don’t know who to trust. The media are screaming different scenarios and urban myths are duplicating faster than sneezes. The speed of social media helps fuel the “worry barometer,” too. In the last two days, I have received several warning notes that have been passed along to endless people about the flu – and much of the information didn’t seem accurate.

 

 

With the cancellation of social events and school closings on the rise, it’s the perfect time for direct communication from a few, credible key spokespeople to deliver the same messages. Different government and health agencies are spinning stories for their own publicity value at the sake of Americans’ stress levels. Instead of worrying about bad PR from the myriad dire warnings, public health officials need to concentrate on sending the right messages, and often. A good communications plan can get everybody on the same page and focused on the important details, not rumor mongering.

Until that happens this flu season, taking time to research the answers to your flu-related questions may help slow the panic and gain control of the situation. Web sites like www.flu.gov offers objective facts, statistics, warnings and guidelines to help you navigate the flu season.

 

-- Jenn DeBarge Goonan, Senior Account Supervisor

Tags: health socialmedia PR

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July 13, 2009 at 3:27 PM by Cone Communications

You’ve seen the recent media hype around healthy eating, reaching as far as the White House lawn. From locavore Michelle Obama’s latest harvest and the sustainable farming craze, to restaurant calorie-count mandates, nutrition navigation in grocery stores and healthy eating in schools, nutrition trends are top-of-mind for everybody. And, there is no lack of media interest in health-related products, expert advice and educational tools to satiate an overweight America hungry for change.

 

Because consumers have been flooded with information and tools to make positive lifestyle changes, products making health and nutrition claims are under increased scrutiny and held to stricter standards by watchdog groups, public officials and the media. Any misstep in messaging could spur questions around authenticity and harm your brand image. So how do PR professionals leverage this healthy trend in an authentic and impactful way?

Here are some keys to success in health- and nutrition-related media outreach:

• Partner with a credible third-party spokesperson in the field of health and/or nutrition. If you’re considering a celebrity, be sure you look closely at products they have endorsed in the past to be sure there is no conflict of interest. For maximum impact and credibility, choose a spokesperson with scientific- and/or nutrition-related credentials who can easily answer tough health questions and bridge back to your product. (Oh, and message train, message train, message train!)
  
• Distinguish your fans from your critics, both in the media and within the industry. Before pitching reporters or influencers, research the articles they’ve recently written and determine if they have a positive or negative slant on either your product or brand, or on similar health claims or products. Unwittingly pitching a critic can result in negative publicity, so choose your battles carefully.
  
• Determine what differentiates your brand from your competitors. Make differentiating factors key highlights in your external messaging so you can shine where others fall short. When pitching reporters, pay close attention to how they position your competition and see where you can offer a better solution. (Be careful of your positioning though, nobody likes a mud-slinger!)
  
• Back your product claims with clear scientific data (published studies are preferred). There are many controversial products and services on the market that tout a health benefit but have been attacked in the media for lack of scientific evidence to support their claims. Avoid this fate by substantiating health claims with credible scientific evidence that proves the efficacy of your product. In addition, leverage new research and studies being published by your organization or by reputable stakeholders when pitching to add weight to your product’s claims.
  
• Remember, it’s all in the delivery. When it comes to nutrition, journalists aren’t focused on pedaling your product, but are looking for viable tips and tools that will truly help their readers live a healthier lifestyle. If your product doesn’t have them sold from the start, offer a less commercial approach through expert interviews or healthy eating tips, which lend support to your product and health message, but packages it in a more palatable way.
  
• Be as transparent as possible, and always be proactive. It is much easier to get in front of an issue relating to your brand and proactively present the facts than to react to harmful media coverage that misrepresents your brand. Perception is reality and this is particularly true in the healthy eating space.

-- Jordan Salvatoriello, Account Supervisor

Tags: clients health PR wellness nutrition food bestpractices

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May 5, 2009 at 11:07 AM by Cone Communications

More than ever before, consumers are concerned about the foods they choose for themselves and their families, and are savvier about nutrition and the effect of foods on their health and well-being. But today’s consumers are not only making food choices based upon nutritional attributes and benefits, they are also increasingly focused on a diet that is “good for you” and for the planet. The “green movement” is impacting the purchasing decisions of a growing population and will have a tremendous impact on the future of the food environment—for consumers and the food industry alike. Now is the time for brands to assess their practices and identify opportunities for greening their business.
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Tags: health wellness sustainability nutrition food

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