BLOG: Feedia, the food advertising market
By Corey Cook, Staff Writer
April 11, 2008 | 5:24 p.m.
7,085. The number is quite familiar to people on Ohio University's campus right now because that is the number of free burritos given away by Chipotle Mexican Grill on April 3. While I wished I was there in line to get some free burrito love, this is one of many example of the power of publicity and media frenzy that is the food advertising market in America. It is impossible to deny that American food advertising agencies have every right to sit at the big people table.
Today, it is hard not to see an advertisement for something that we need to eat or to drink. We get grants from them that sponsor our sports teams, they are official beverages of causes such as the Olympics, they and even part of lifestyle choices. They make subtle notices in our favorite shows, video games and even songs. Not seeing advertising for food is almost as rare as not seeing someone with an Ipod on a day-to-day basis. While many advertisers for other goods and services complain the Internet is ruining their run-time, food advertisers have been taking advantage of the new technology at hand. Not only has food advertising successfully made the jump to Web advertising, it has YouTube accounts and even MySpace profiles. (I know someone reading this is friends with The King from Burger King on MySpace).
Food advertisers continue to adjust and to change with the society they sell too, and we give a lot, which helps our economy flow nicely and smoothly like hot butter on popcorn. However, just like popcorn, sometimes food advertising becomes annoying when it's caught under our collective set of teeth.
One of the biggest problems of food advertising is its over-abundance, and in turn, influence over our lives. Food advertising is about as American as the Statue of Liberty or the Fourth of July. Why else does it seem that so many food companies are endlessly promoting their products as being made in the USA every time a heath food scare across the globe occurs?
Face it, food advertisers make characters and themes that become part of our childhood. We ate breakfast with Tony the Tiger, had lunch while whistling "Oh I Wish I Were an An Oscar Mayer Wiener” and reluctantly had dinner with the Jolly Green Giant while the Kool-Aid man served drinks. These characters and themes are so embedded into our society, that at times, it is hard to remember that they are just a ploy to buy their products.
These days food advertising is all about being healthy, which might be backfiring. Everything from Cheerios to Extra gum can possibly save you some extra pounds. That is to say, you can lose extra pounds with “a healthy lifestyle and good exercise.” Funny how that one quote (and its various forms) is rarely emphasized enough in commercials about products that are supposed to be “healthy,” yet is one of the most important parts of losing weight. Also, food advertisers, just like any other media, can generate stereotypes. Espeically around the major holidays, food advertisements can come in any flavor, any theme and any extra-special limited edition flavor to get your money.
In the world of American business, food advertising is seriously big business. It can make or break companies, like Crystal Pepsi and the “New” Coke for example (and for all who are saying “huh?" I have proven my point). So the next time you are standing in the rain in a ridiculously long line waiting to take a bite from the newest fast food restaurant in Athens, remember there was a team of individuals that spent weeks to even months thinking this whole event out, down to the type of cotton in those free T-shirts you wear. Why would someone go through all of this trouble? Simple, to make sure you come back soon, and you come back often. Very often.
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