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Digital Marketing of Commercial Complementary Foods in Australia: An Analysis of Brand Messaging

Author

Listed:
  • Trish Dearlove

    (School of Population Health, Curtin University, Perth 6102, Australia)

  • Andrea Begley

    (School of Population Health, Curtin University, Perth 6102, Australia)

  • Jane Anne Scott

    (School of Population Health, Curtin University, Perth 6102, Australia)

  • Gemma Devenish-Coleman

    (School of Population Health, Curtin University, Perth 6102, Australia)

Abstract

The digital marketing of commercial complementary foods (CCF) is an emerging area of concern in Australia. Although research into traditional methods has identified a range of problems, the marketing and messaging strategies employed within digital spaces have gone largely unscrutinized. This study sought to examine the methods used by CCF manufacturers to promote Australian baby foods and brands in a digital space. A multiple step approach was used to assess the CCF brands available in major Australian retailers, the social media platforms they used, and to thematically analyze the text and visual messages contained in posts published over a three-month period. Of the 15 brands identified, 12 had a digital presence, and all of these used Facebook. Four themes emerged from an analysis of 216 Facebook posts; (1) general product attributes, (2) socially desirable attributes (which included messaging related to taste (41%), self-feeding (29%) and fun (19%)), (3) concern-based attributes (including organic status (40%), age targets (39%) and additive-/allergen-free status (18%)) and (4) health-focused attributes (which included messaging related to healthy/nutritious ingredients (45%), and child development/growth (15%). Messages contained in Facebook posts were mostly positive brand/product aspects (Themes 1 and 2) or parental concern-based aspects (Theme 3 and 4). These themes match previous analyses of marketing content in traditional media and should be closely monitored due to the personalized nature of consumer social media interactions.

Suggested Citation

  • Trish Dearlove & Andrea Begley & Jane Anne Scott & Gemma Devenish-Coleman, 2021. "Digital Marketing of Commercial Complementary Foods in Australia: An Analysis of Brand Messaging," IJERPH, MDPI, vol. 18(15), pages 1-12, July.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:15:p:7934-:d:602240
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    References listed on IDEAS

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    1. Andrea Begley & Kyla Ringrose & Roslyn Giglia & Jane Scott, 2019. "Mothers’ Understanding of Infant Feeding Guidelines and Their Associated Practices: A Qualitative Analysis," IJERPH, MDPI, vol. 16(7), pages 1-16, March.
    2. Julie V. Stanton & Deirdre T. Guion, 2013. "Taking Advantage of a Vulnerable Group? Emotional Cues in Ads Targeting Parents," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 485-517, November.
    3. Berry, Nina J & Jones, Sandra C & Iverson, Don, 2012. "Toddler milk advertising in Australia: Infant formula advertising in disguise?," Australasian marketing journal, Elsevier, vol. 20(1), pages 24-27.
    4. Enza D’Auria & Barbara Borsani & Erica Pendezza & Alessandra Bosetti & Laura Paradiso & Gian Vincenzo Zuccotti & Elvira Verduci, 2020. "Complementary Feeding: Pitfalls for Health Outcomes," IJERPH, MDPI, vol. 17(21), pages 1-19, October.
    5. Freeman, B. & Kelly, B. & Baur, L. & Chapman, K. & Chapman, S. & Gill, T. & King, L., 2014. "Digital junk: Food and beverage marketing on facebook," American Journal of Public Health, American Public Health Association, vol. 104(12), pages 56-64.
    6. Tran, Trang P., 2017. "Personalized ads on Facebook: An effective marketing tool for online marketers," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 230-242.
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    1. Ada Lizbeth Garcia & Nicole Chee & Elisa Joan Vargas-Garcia & Alison Parrett, 2024. "Survey of Emotional Themes Used in Marketing of Commercial Baby Foods in the UK—Implications for Nutrition Promotion in Early Childhood," IJERPH, MDPI, vol. 21(3), pages 1-12, February.

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