Si Si Jia1, Rebecca Raeside1, Julie Redfern1,2, Alice A Gibson3, Anna Singleton1, Stephanie R Partridge1,4. 1. Engagement and Co-design Research Hub, School of Health Sciences, Faculty of Medicine and Health, The University of Sydney, Sydney2145, Australia. 2. The George Institute for Global Health, The University of New South Wales, Camperdown, Australia. 3. Menzies Centre for Health Policy and Economics, Sydney School of Public Health, Faculty of Medicine and Health, The University of Sydney, Sydney, Australia. 4. Prevention Research Collaboration, Sydney School of Public Health, The University of Sydney, Sydney, Australia.
Abstract
OBJECTIVE: To explore the promotion of discretionary foods/beverages and marketing strategies employed by the top three online food delivery services' (OFDS) Instagram accounts in three countries before and during the coronavirus disease 2019 (COVID-19) pandemic. DESIGN: Publicly available data were extracted for the top three OFDS Instagram accounts for Australia, United Kingdom (UK) and the United States of America (USA) from March to May 2019 and 2020. Food/beverage items from posts were classified as 'discretionary' or from the five food groups (FFG) according to the Australian Dietary Guidelines. Marketing strategies were coded using an existing framework. Posts referring to COVID-19 were coded under four marketing strategies: (i) appropriating frontline workers; (ii) combatting the pandemic; (iii) selling social distancing; and (iv) accelerating digitalisation. RESULTS: From 581 posts, 618 food/beverage items were shown, of which 69 % (427/618) were classified as discretionary. In 2019, the most used marketing strategies were product imagery (unbranded) (137/195, 70 %), links (111/195, 57 %) and sponsorships/partnerships (58/195, 30 %). In 2020, the most used were links (252/386, 68 %), product imagery (unbranded) (179/386, 49 %) and branding elements (175/386, 45 %). The most common COVID-19 marketing strategy was combatting the pandemic (76/123, 62 %) followed by selling social distancing (53/123, 43 %), appropriating frontline workers (34/123, 28 %) and accelerating digitalisation (32/123, 26 %). CONCLUSIONS: Following the COVID-19 pandemic, OFDS adapted their marketing, creating content with the theme of 'combatting the pandemic'. Due to the growing number of discretionary foods/beverages promoted on Instagram, this highlights the need for policy action to counter the potential influence social media platforms have on dietary behaviours.
OBJECTIVE: To explore the promotion of discretionary foods/beverages and marketing strategies employed by the top three online food delivery services' (OFDS) Instagram accounts in three countries before and during the coronavirus disease 2019 (COVID-19) pandemic. DESIGN: Publicly available data were extracted for the top three OFDS Instagram accounts for Australia, United Kingdom (UK) and the United States of America (USA) from March to May 2019 and 2020. Food/beverage items from posts were classified as 'discretionary' or from the five food groups (FFG) according to the Australian Dietary Guidelines. Marketing strategies were coded using an existing framework. Posts referring to COVID-19 were coded under four marketing strategies: (i) appropriating frontline workers; (ii) combatting the pandemic; (iii) selling social distancing; and (iv) accelerating digitalisation. RESULTS: From 581 posts, 618 food/beverage items were shown, of which 69 % (427/618) were classified as discretionary. In 2019, the most used marketing strategies were product imagery (unbranded) (137/195, 70 %), links (111/195, 57 %) and sponsorships/partnerships (58/195, 30 %). In 2020, the most used were links (252/386, 68 %), product imagery (unbranded) (179/386, 49 %) and branding elements (175/386, 45 %). The most common COVID-19 marketing strategy was combatting the pandemic (76/123, 62 %) followed by selling social distancing (53/123, 43 %), appropriating frontline workers (34/123, 28 %) and accelerating digitalisation (32/123, 26 %). CONCLUSIONS: Following the COVID-19 pandemic, OFDS adapted their marketing, creating content with the theme of 'combatting the pandemic'. Due to the growing number of discretionary foods/beverages promoted on Instagram, this highlights the need for policy action to counter the potential influence social media platforms have on dietary behaviours.
Entities:
Keywords:
Advertising; COVID-19; Commercial determinants of health; Food marketing; Online Food delivery; Prevention; Social media
Authors: Si Si Jia; Alice A Gibson; Ding Ding; Margaret Allman-Farinelli; Philayrath Phongsavan; Julie Redfern; Stephanie R Partridge Journal: Front Nutr Date: 2022-03-03