The Timing, Nature and Extent of Social Media Marketing by Unhealthy Food and Drinks Brands During the COVID-19 Pandemic in New Zealand

Abstract

Background: Concerns have been raised that health and societal causes surrounding the COVID-19 pandemic were misappropriated by companies to promote their unhealthy products to vulnerable populations during a time of increased stress and hardship (i.e., COVID-washing). Social media is a common medium for unhealthy foods and beverage marketing due to lack of regulation and low levels of monitoring.Purpose: This study aimed to investigate the timing, nature and extent of COVID-washing on public social media accounts by New Zealand's major food and drink brands in the initial stage of the pandemic after the first case was detected in New Zealand and when stay-at-home lockdown restrictions (Level 4 and 3 Alert levels) were in place.Methods: A content analysis of social media posts from February to May 2020 by the twenty largest confectionery, snacks, non-alcoholic beverages, and quick-service restaurant (fast-food) brands was undertaken. COVID-19 related posts were identified and classified to investigate the timing, themes and engagement with social media marketing campaigns, flagging those that may breach New Zealand's Advertising Standards.Results: 14 of 20 unhealthy food and drink brands referenced COVID-19 in posts during the 4-month period, peaking during nationwide lockdown restrictions. Over a quarter of all posts by the 14 brands (n = 372, 27.2%) were COVID-19 themed. Fast-food brands were most likely to use COVID-19 themed posts (n = 251/550 posts, 46%). Fast-food brands also had the highest number of posts overall during the pandemic and the highest engagement. The most commonly-used theme, present in 36% of all social media posts referring to COVID-19, was to draw on feelings of community support during this challenging time. Suggesting brand-related isolation activities was also common (23%), and the message that “consumption helps with coping” (22%). Six posts were found to potentially breach one of New Zealand's advertising standards codes by promoting excessive consumption or targeting children.Conclusion: COVID-washing was used by unhealthy food and drinks brands to increase brand loyalty and encourage consumption. The current Advertising Standards system is ineffective and must be replaced with a government-led approach to effectively regulate social media advertising to protect all New Zealanders, particularly in times of crisis.

#SupportLocal: how online food delivery services leveraged the COVID-19 pandemic to promote food and beverages on Instagram

“…In Australia, by 16 years of age, nearly 80 % have a debit card (22) in their name. This is similarly observed in the USA and UK with debit card ownership at 80 % (24) and 91 % (25) respectively, in people aged over 15. This is critical considering the ease of digital payment options and tools offered on the apps of OFDS, which amplify young people's accessibility to 'junk foods'.…”

“…Similarly, Gerritsen et al, conducted a content analysis of social media posts published by the top twenty food and beverage brands in New Zealand during the COVID-19 pandemic. They found that the most used theme in 36 % of all COVID-19 social media posts had invoked feelings of community support (25) . Previous research has also demonstrated that consumers' intentions to use OFDS are associated with their perceived self-image (44) .…”

“…This study adds to the emerging evidence regarding the public health implications of OFDS, specifically the use of social media for the promotion of food and beverages prepared outside of the home. Other studies have also monitored the marketing strategies of unhealthy food and drink companies on social media during the COVID-19 pandemic (25,32) . A strength of the methodological approach of the current study was the comparison of two study periodsprior to and during COVID-19 to allow for comparison.…”

“…This is critical considering the ease of digital payment options and tools offered on the apps of OFDS, which amplify young people's accessibility to 'junk foods'. A survey in China found over 70 % of young adults have used OFD for at least 2 years and 85 % of them have used OFD more than once per week (25,26) .…”

“…During the 2018 Fédération Internationale de Football Association (FIFA) World Cup Tournament, a Chinese OFDS ('Eleme') spent US$443 million on a marketing campaign to offer discounts and coupons to customers watching the tournament (31) . Now in the context of the COVID-19 pandemic, there are reports of many food and beverage companies leveraging the pandemic to boost social media marketing of their products and services (25,32) .…”