Food firms focus on parents in wake of new rules

by Joanna Bowery, Marketing 03-Apr-07, 08:30

LONDON - Walkers snack brands Quavers and Monster Munch are back on TV in Gary Lineker-fronted ads designed to appeal to parents. The campaign broke in the week Ofcom's restrictions on advertising to children came into force.

The campaign highlights the healthier credentials of the snack brands, after the manufacturer changed the formulation of the oil used to make the products.

While Walkers has used a similar theme for its crisps brand, its extension to the children's ranges will be seen as a direct attempt to influence parental choice. The ads end with Lineker saying 'Just thought you'd like to know'.

The ads appeared just before the first phase of Ofcom's scheduling rules came into force on Sunday (1 April). These ban ads for foods high in fat, salt or sugar being shown during or around programmes that are made for or appeal to children under 10. The second wave of rules comes into force at the beginning of January 2008.

Although Walkers refused to discuss its strategy, its move is part of a growing trend. 'Although some children's brands have always targeted parents, it has become more noticeable since the government's Health White Paper and increased fears over obesity,' said Christina Dominguez, a spokeswoman for the Advertising Association's Food Advertising Unit. 'We will start to see more ads promoting healthy eating initiatives and educating parents,' she added.

In addition to educating consumers through ads, brands that are popular with children are adopting parental messages because they are forced to compete in adult time slots rather than buy time earlier in the evening.

Whether brands are aiming at parents out of choice or necessity, it is essential that they have a relevant message, such as flagging up fat reduction or added vitamins in their products.

This is the case for the Walkers ad, which talks about its reformulation to reduce fat content in its crisps, and a recent Nestle ad, which tells parents that its Smarties contain no artificial colours.

It is a strategy McDonald's is also keen to follow. 'Historically we have communicated with our customers about menu changes, such as salt reductions,' said a spokeswoman. The fast-food chain said it will continue marketing 'responsibly' to both parents and children.