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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, Jeff Technical Note M-0966 / Published August 7, 2018 / 11 pages.
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Product Overview

Literature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides insights on some of the main tension in the literature. The note can be used alone, but fits nicely with the cases "Just: Positioned to Target Mainstream Tastes?" (A) and (B) (UVA-M-0956 and UVA-M-0957).


Learning Objectives

Understand some of the critical concepts of food marketing.

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  • Overview

    Literature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides insights on some of the main tension in the literature. The note can be used alone, but fits nicely with the cases "Just: Positioned to Target Mainstream Tastes?" (A) and (B) (UVA-M-0956 and UVA-M-0957).

  • Learning Objectives

    Learning Objectives

    Understand some of the critical concepts of food marketing.