Fast food on trend in the new year
‘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:
- 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.
- 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.
- 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.
- 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 health nutrition trend food bestpractices
Did you like this post? Please share it:
 |  |  |  |
Email Post
Comments (0)
Flu frenzy begins and communication takes a nap
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: socialmedia PR health
Did you like this post? Please share it:
| | | |
Email Post
Comments (0)
Would you like a side of PR with that salad?
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 wellness nutrition food bestpractices health PR
Did you like this post? Please share it:
| | | |
Email Post
Comments (0)
Health, Wellness and Sustainability
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.
read more...
Tags: wellness sustainability nutrition food health
Did you like this post? Please share it:
| | | |
Email Post
Comments (0)
Home