The biggest challenge for food & drink advertising in the new decade

Google the words “food and drink advertising” and you’ll be left in little doubt as to the most important topic of 2009, that of increased industry regulation particularly in the HFSS and children’s categories. The general gist of the coverage is that the authorities are having to step in to protect unscrupulous marketers from exploiting the country’s most vulnerable individuals.

Yet while a few companies try and shift the odd case here and there by sailing close to the regulatory wind, the enlightened have already recognized that consumer sentiment was leading regulation in the first place, and reacted accordingly.

These brands, both big and small, understand that consumer perceptions are no longer framed by one way conversations. In short, you can make all the fantastic advertising you want but if it’s dissonant with the other aspects of a brand’s behavior, such as corporate provenance or sourcing of ingredients, then consumers will at best ignore you and at worst attack you.

Many ad industry experts cite share of voice as one of the key determinants of success. And while it clearly has a role to play, the important thing to recognize is that it is only a means to an end. In 2010, the most important channel is people. Advertising can help encourage conversation but it’s only one element. A more wise move is to see it in context alongside the other elements of the brand and frame it accordingly.