Lessons for public health campaigns from analysing commercial food marketing success factors: a case study

BMC Public Health

Table 3 Commercial food marketing cases and the most important success factors

Cases	Clusters and key success factors
Company/brand, product, case/campaign, country	Data and knowledge	Emotions	Endorsement	Community	Media	Why and how
Ella's Kitchen, children's smoothies, launch, UK	C	A	B		A, C	B
Fortuna, juice, without added sugar campaign, PL	C	A				A
Bionade, organic soft drink, DE	C	A		A	C	B
ProViva, probiotic juice, SE	A				A	B
Ricola, cough drops "Who invented it?" DE/CH		A			A
Unilever Flora pro-activ, margarine, "Test the nations heart", UK	A		A	A	B
Kellogg's All Bran, cereals, "Feel great challenge", UK		A	A			A, C
Kellog's Special K, cereals, "Drop a jeans size", EU	B			B		A, B, C
Danone Activia, yoghurt, relaunch, UK	A, B			B	B	B
Nestlé Naturnes, baby food, launch, EU	B			B	B
Coca Cola Kropla Beskidu, water, PL		B		C	A
Coca Cola Aquarius, sports drink, "Humans are extraordinary", ES		A	A	A
Kraft Kvikk Lunsj, chocolate, "Thanks for the tour", NO		A		C

Note: only the cases mentioned as examples in the text are presented to ensure readability. A complete table of all cases can be provided on request
Data and knowledge:A = Nutritional evidence, B = Consumer insights, C = Trend awareness; Emotions: A = Emotional engagement, B = Simple naturalness; Endorsement: A = Vertical endorsement, B = Credible company; Community: A = Common values, B = Participation, C = Local relevance; Media: A = Matching media, B = Combined media, C = Media coverage; Why and how: A = Clear message, B = Close benefits, C = Achievability

ISSN: 1471-2458