Pure-play campaigns can help UK’s F&B brands manage the impact of the HFFS ban

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2021, 2:14 AM UTC

The ban on advertising high fat, salt, and sugar (HFSS) food products to minors must be seen as an opportunity to innovate healthier alternatives.

Food manufacturers are concerned about the UK's ban on promoting HFSS food products, as the new rules could result in commercial losses. The new laws, however, may encourage food companies to develop healthier products and improve marketing.

While the ban emphasises the promotion of unhealthy food products, it doesn’t say anything about brand advertising. Developing pure-play brand campaigns can help companies promote all products in their portfolios, as well as boost long-term brand-building efforts.

Businesses should balance paid and owned marketing and focus on long-term sustainable brand-building. Create owned digital platforms and experiences, rather than relying on paid social and digital channels, as the ban is only for paid media.

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