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Marketing Vegetables: Leveraging Branded Media to Increase Vegetable Uptake in Elementary Schools

Food marketing to children often entices them to eat fast food and sugary food, but what if marketing was aimed at getting kids to eat fruits and vegetables? This study, published in Pediatrics and performed by Cornell Food and Brand Lab, the Cornell Center for Behavioral Economics in Child Nutrition Programs set out to answer this question. The purpose of their research was to measure the impact that daily exposure to branded vegetable characters has on vegetable selection among boys and girls in elementary schools.

Marketing Vegetables: Leveraging Branded Media to Increase Vegetable Uptake in Elementary Schools

Food marketing to children often entices them to eat fast food and sugary food, but what if marketing was aimed at getting kids to eat fruits and vegetables? This study, published in Pediatrics and performed by Cornell Food and Brand Lab, the Cornell Center for Behavioral Economics in Child Nutrition Programs set out to answer this question. The purpose of their research was to measure the impact that daily exposure to branded vegetable characters has on vegetable selection among boys and girls in elementary schools.

Evidence from this study highlights the positive impact of branded media on children’s food selection. When exposed to fun and appealing vegetable banners and videos, 239% more students visited the school salad bar and took fresh vegetables. The study suggests that these solutions for both marketers and children can be powerful tools in encouraging healthier choices for children.

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