Flinders University

Targeting Children with Integrated Marketing Communications

Children and Food Marketing Project Report to SA Health

Paul Harrison Deakin University Kathryn Chalmers Deakin University Shwetha dSouza Deakin University John Coveney Discipline of Public Health Paul Ward Discipline of Public Health Kaye Mehta Discipline of Public Health Elizabeth Handsley School of Law

April 2010

Table of Contents

Main Message ................................................................................................................................... 3 Executive Summary ........................................................................................................................... 4 Overview/Background....................................................................................................................... 6 1. Case Study 1 McDonalds Corporation...................................................................................... 9 1.1 The McDonalds Logo .............................................................................................................. 9 1.2 The Menu .............................................................................................................................. 11 1.3 The Playlands......................................................................................................................... 13 1.4 Use of Internet and Technology............................................................................................ 15 1.5 Other External Media............................................................................................................ 16 1.6 The Sponsorships .................................................................................................................. 17 1.7 Ronald McDonald House Charities (RMHC) .......................................................................... 19 1.8 Conclusion ............................................................................................................................. 21 2 Case Study 2 Cadburys Freddo Frog...................................................................................... 23 2.1 The Cadbury Logo.................................................................................................................. 23 2.2 The Freddo Logo.................................................................................................................... 26 2.3 Advertising through Entertainment ...................................................................................... 27 2.3.1 Cadburys use of fantasy themes ................................................................................... 29 2.4 Cadburys points of contact .................................................................................................. 31 2.5 Creating Perceptions of Responsible Marketing................................................................... 33 2.6 Point of Purchase Communication........................................................................................ 33 2.7 Use of Internet and Technology............................................................................................ 34 2.8 Sponsorships, affiliations and celebrity endorsements ........................................................ 35 2.9 The Fundraisers ..................................................................................................................... 38 2.10 Conclusion ........................................................................................................................... 39 3 Case Study 3 Kelloggs Nutri-Grain.......................................................................................... 41 3.1 The Kelloggs Logo................................................................................................................. 41 3.2 The Nutri-Grain Packaging and Positioning Strategy ............................................................ 41 3.3 Advertising............................................................................................................................. 43 3.3.1 Using Themes of Sport, Success and Emotional Appeals in IMC ................................... 44 3.3.2 Internet and Technology ................................................................................................ 45 3.3.3 Promotion....................................................................................................................... 48 3.3.4 Sponsorship .................................................................................................................... 49 3.4 Kelloggs and Responsible Childrent Marketing................................................................... 50 3.5 Conclusion ............................................................................................................................. 50 References....................................................................................................................................... 52

Main Message
Integrated Marketing Communication (IMC) is a relatively new concept in marketing and corporate strategy and is arguably the major communication development of the last decade of the 20th century. Until the late 1980s, promotion was mostly confined to advertising, sales promotions, direct marketing and public relations. IMC incorporates every form of communication to customers and includes the price of the product (that might create the perception of quality and exclusiveness), where the product is located or purchased, how attractively it is displayed, advertising across multiple platforms, how the product is labelled and packaged, direct marketing, sponsorship and public relations. It also includes what the companys employees say about the product via sales pitches, telephone conversations, internal communications, and even what is said at cocktail parties. Rather than a single factor, it is the cumulative effect of IMC that works to persuade children to make particular brand choices. Three brands were investigated for this study viz., McDonalds, Freddo Frog (Cadbury), and Nutri-Grain (Kelloggs). Of the three brands in the study, McDonalds have the most sophisticated, extensive, and integrated communication strategy targeted at children. In 2007, McDonalds spent almost USD2.5 million a day on its marketing activities in the US market. They use a range of tactics to reinforce the brand amongst target markets, including outdoor advertising, sponsorship, menu design, store layout, visual shortcuts (e.g., Heart Foundation tick), characters, online promotions, interactive websites, brand associations and connections (e.g., Blue Ribbon Day, McHappy Day), product placement, and charities. Cadbury uses the visual image of the friendly frog (Freddo) as a means of recognition very early in a childs cognitive development. Promotional characters act as cues that invoke visual brand recognition and are essential due to young childrens limited reading abilities, and they have also been shown to be associated with childrens positive attitudes towards food. The Freddo character is used as an alternative to showing the actual product in much promotion, as a means to reinforce the brand, without showing the chocolate. Freddo also use branded activities in their online interactive games targeted at young children. Nutri-Grain is a cereal targeted specifically at teenage boys, primarily with the use of sports themes. Nutri-Grain is positioned as an energy food for power, strength and performance. Nutri-Grain uses sophisticated visual imagery, and links with sportspeople and events to reinforce the sport theme. The IMC also targets mothers of teenage boys, tapping into anxiety around parenting and adolescence.

Executive Summary
Integrated Marketing Communication (IMC) is a relatively new concept in marketing and corporate strategy and is arguably the major communication development of the last decade of the 20th century. Until the 1980s, the theory and practice of advertising, public relations and sales promotion, were predominantly approached as individual disciplines within a broader marketing and management framework. With changing customer preferences, and increased competition, major companies recognised the need for a more strategic and cohesive approach in their communications. IMC incorporates every form of communication to customers and includes the price of the product (that might create the perception of quality and exclusiveness), where the product is, how attractively it is displayed, advertising across multiple platforms, how the product is labelled and packaged, direct marketing, sponsorship and public relations. It also includes what the companys employees say about the product via sales pitches, telephone conversations, internal communications, and even what is said at social gatherings. Thus, the concept of IMC is more than just a bundling of the communication mix. The synergy IMC creates between different communication processes lowers costs as it creates a pool of resources and minimizes duplication of services. Increasingly organisations consider IMC to be a key competitive advantage as it aims to combine, integrate and synergise elements of the communications mix so that the strengths of one are used to offset the weaknesses of others. Marketing to children The concept of marketing to children also emerged in the 1980s. Walt Disney, along with Ray Kroc, the founder of McDonalds, are said to be the pioneers in childrens IMC, a target market soon adopted by other companies. Marketers use the nag factor or pester power, where children are persuaded to pester their parents into buying a particular product. This factor gave rise to the concept of cradle to grave marketing. Cradle to grave marketing acknowledges that brand preferences arising in childhood are likely to pave the way to lifelong relationships between consumers and branded products. The rationale behind cradle to grave marketing is to create not only current, but ensure future, consumption and brand loyalty. This research used three case studies to highlight the use of highly integrated marketing communications towards the target segment of children and young adults. Following is a summary of the findings from the study. McDonalds Corporation Of the three brands in the study, McDonalds were identified as having the most sophisticated, extensive, and integrated communication strategy targeted at children. In 2007, McDonalds spent almost USD2.5 million a day on its marketing activities in the US market. McDonalds use a sophisticated and extensive range of tactics to reinforce the brand amongst target markets, including outdoor advertising, sponsorship, menu design, store layout, visual shortcuts, characters, online promotions, interactive websites, brand associations and connections, product placement, and charities. The McDonalds logo is colourful, has creative billboard and paper advertising, and characters such as the Hamburglar, Mayor McCheese and Ronald McDonald. These are
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characters and colours that children relate to, and enable them to recognise the McDonalds brand. Children younger than six tend to classify objects on their overall similarity (food) and children over six identify objects by a single dimension or attribute (burgers, taste). McDonalds have easy to remember taglines and/or jingles as well as their Playlands and Happy Meals. Ronald McDonald and other tangible aspects such as the toy included in the Happy Meal help children in this age group differentiate between similar brands such as Hungry Jacks. By the time children reach middle childhood, they can name multiple brands in most child-oriented product categories such as cereal, snacks, and toys. Once children are able to identify a brand as a separate element, they also have the ability to think about the brand name at an abstract level. McDonalds uses games, competitions, sponsorships, the look and feel of the restaurant, the toys connected to mainstream films, to differentiate it from other competitors. Ronald McDonald House Charities and McDonalds restaurants located in childrens hospitals create positive associations between the restaurant and the health and well being of children. Sponsorship of sporting events creates the association of youthfulness and an image of an active lifestyle. Exposing children to the brand in strategic locations like hospitals, schools and sporting events will facilitate the memory of the brand and strengthen the association of positive attributes to the brand, ensuring continuous brand recall and thus translating into increased sales. Given the increasing objections to advertising to children, McDonalds now aims to target mums. In 2007, the Associated Press released a report stating that in a quest to show its commitment to food quality and nutritional balance, McDonalds is currently wooing mothers of young children. A panel of mothers visit suppliers facilities, the restaurant kitchens and other sites to learn about its food quality. Freddo Frog Cadbury uses the visual image of the friendly frog (Freddo) as a means of recognition very early in a childs cognitive development. Promotional characters act as cues that invoke visual brand recognition and are essential due to young childrens limited reading abilities, and they have also been shown to be associated with childrens positive attitudes towards food. The Freddo character is used as an alternative to showing the actual product in much promotion, as a means to reinforce the brand, without showing the chocolate. Freddo also use branded activities in their online interactive games targeted at young children. The packaging of the Freddo chocolate is well integrated with the overall strategy of the brand. The frog is portrayed as likeable, active, sporty and adventurous. Cadbury extends its points of contact with the child by providing products for all occasions, for example, Freddo birthday cakes, button decorations, party share packs, fundraising packs, and stockings at Christmas.

Nutri-Grain Nutri-Grain is a cereal targeted specifically at teenage boys, primarily with the use of sports themes. Nutri-Grain is positioned as an energy food for power, strength and performance. Nutri-Grain uses sophisticated visual imagery, and links with sportspeople and events to reinforce the sport theme. The Nutri-Grain packaging uses red to draw attention to its three key ingredients of CORN OATS WHEAT and to create associations between the ingredients and being active. The IMC also targets mothers of
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teenage boys, tapping into anxiety around parenting and adolescence. The cereals IMC also sends a strong message that part of being a good mother is providing sons with a high-energy breakfast that will help them grow into healthy, strong men. For example, a 2009 TVC addresses the mother informing that, Nutri-Grain has what it take to help build your son into an Iron Man. Indeed, Nutri-Grain has a long and consistent history as an Iron Man food that is good for muscle development and health. The advertisements usually incorporate sport and competition. A 1984 television commercial (TVC) showed Iron Man, Grant Kenny, running and kayaking. In the next scene he is eating Nutri-Grain and says, tastes great. Another TVC in the same year, also with Grant Kenny, emphasised the five vitamins and iron and protein contained in Nutri-Grain, again branding it as Iron Man food. Recently Iron Man, Ky Hurst, has appeared in a TVC that showed him, amongst other things, lifting weights, doing push-ups, shovelling coal, kayaking, running to the top of a mountain and eating Nutri-Grain. The tagline, You only get out what you put in, is used in this TVC.

Overview/Background
Integrated Marketing Communication (IMC) is a relatively new concept in marketing and corporate strategy and is arguably the major communication development of the last decade of the 20th century (Kitchen and Schultz, 1999; 2000). Until the 1980s, the theory and practice of advertising, public relations and sales promotion, were predominantly approached as individual disciplines within a broader marketing and management framework. Gradually the links and consistency between these elements and business communication were recognised by academics and practitioners alike (Kitchen et al 2004). Advances in technology, a shifting corporate focus on brands rather than products, and rapid globalisation were the main drivers for the development of IMC within companies (Schultz and Schultz 2003). With changing customer preferences, and increased competition, major companies recognised the need for a more strategic and cohesive approach in their communications. Until the late 1980s, this integration was limited to advertising, sales promotions, direct marketing and public relations, all of which are the major components of marketing communications or marcoms (Spotts, Lambert and Joyce 1998; Kitchen et. al 2004; Kitchen 2005). Unlike marcoms, however, IMC incorporates every form of communication to customers and includes the price of the product (that might create the perception of quality and exclusiveness), where the product is, how attractively it is displayed, advertising across multiple platforms, how the product is labelled and packaged, direct marketing, sponsorship and public relations. It also includes what the companys employees say about the product via sales pitches, telephone conversations, internal communications, and even what is said at cocktail parties (Tattenbaum, 1991). Thus, the concept of IMC is more than just a bundling of the communication mix. According to Kitchen et. al (2004), the main focus of IMC is on influencing the customer through communication, by beginning the communication process and then working it back to the communicator via customer feedback. This communication uses a network consisting of various points of contact between the brand and the customer as a message delivery channel. To maintain consistency in the message, every element and process in the marketing mix has to work in synergy and be co-ordinated. Finally, once a link is
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established, the communication is used to build a profitable relationship with the customer via relationship management. Networks, processes, and deep customer relationships, are all a part of the sophisticated 21st century business model (Schultz and Kitchen 2001). In the past decade, IMC has been recognised as a management process that would reinforce brand propositions (Fill 2002), rather than simply as means of communicating product attributes to consumers. IMC helps customers identify with the brand, assists them through the buying process, and forges a relationship with them, thereby giving the brand an advantage over its competition (Schultz and Schultz 2003; Kitchen et al 2004; Rust et al 2004). The synergy IMC creates between different communication processes lowers costs as it creates a pool of resources and minimizes duplication of services. Increasingly organisations consider IMC to be a key competitive advantage as it aims to combine, integrate and synergise elements of the communications mix so that the strengths of one are used to offset the weaknesses of others (Kitchen et. al 2004; Kitchen 2005; Weilbacher 2001). However, the importance of IMC within an organisation is based on the expected return on investment or ROI (Rust et.al 2004; Reid 2005; Schultz 1998) Academics, theorists, and practitioners have developed various models that help evaluate the level of integration and the returns generated by IMC. One of the more popular models is the Schultz and Kitchen (2000) model, which identifies the level at which IMC is developed within the organisation. At the first stage, marketing communication consists predominantly of tactical coordination and focuses on an inside-out approach (e.g., Mars promotion where information about instant prizes were printed on the back of the wrapper). At stage two, organisations redefine the scope of marketing communications to include customer feedback in lateral ways (e.g., Subway allows consumers to construct their own sandwiches). Stage three consists of those organisations that involve the latest information technology into its communications framework (e.g., Pizza Huts order processing application for iPhones). Schultz and Kitchen (2004) argue that there are only a handful of organisations in stage four where marketing communication is integrated at a strategic and financial level. These are organisations whose marketing campaigns are a part of the organisations core business strategy and whose marketing expenditure has great financial significance. For example, McDonalds spent almost USD2.5 million a day on its marketing activities in the US market in 2007 (Meleo-Erwin 2008). The 2007 annual report of McDonalds states that Selling, General and Administration expenses, which include the marketing expenses, amounted to 10 per cent of the revenue earned by the McDonalds Corporation in 2008, which amounted to USD300 million (McDonalds annual report 2008, 30). The above overview of IMC shows how a concept adopted by the organisation is relayed to the customer at every node in the network of contacts, with the objective of influencing the customers buying decision and creating a profitable, long term relationship. The above explanation helps evaluate the level of marketing communications integration within the organisation. The concept of marketing to children also emerged in the 1980s. In his book, Fast Food Nation, Eric Schlosser (2002) quotes a marketing expert who claims the 1980s was the decade of the child consumer. Walt Disney, along with Ray Kroc, the founder of McDonalds, are said to be the pioneers in childrens advertising, a target market soon
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adopted by other companies (Schlosser 2004). In Kids as Customers, James McNeal (1999) identifies the nag factor or pester power, where children are persuaded to pester their parents into buying a particular product. This factor gave rise to the concept of cradle to grave marketing (McNeal 1999). Cradle to grave marketing acknowledges that brand preferences arising in childhood may pave the way to lifelong relationships between consumers and branded products (McAlister 2007). The rationale behind cradle to grave marketing is to create not only current, but ensure future, consumption (McNeal 1999; Schlosser 2002; Meleo-Erwin 2008). With advances in telecommunications technology, food and beverage marketing is increasingly delivered through integrated vehicles (e.g., internet, videogames, movies, music), that are especially appealing to children and adolescents (Weber, Story and Harnack, 2006), rather than simply television commercials. For example, M&Ms BreakUp campaign was advertised via TV commercials http://www.youtube.com/watch?v=_2Hv1IhUh_8 - which was subsequently viewed by hundreds of thousands of consumer via online video sites; hoardings; magazines such as Famous, which featured the story as one of the 10 most shocking break-ups ever alongside Brad Pitt and Jennifer Aniston (http://www.marketingmag.com.au/news/view/m-amp-m-s-break-up-in-new-campaign1101); a separate website from the main website (www.m-ms.com.au) www.colourbreakup.com.au; and an M&s Breakem game was also released on Nintendo DS. This campaign integrated packaging, television, newspapers and magazines, the internet, outdoor advertising and videogames to appeal to their target customers. Each of these adverts offered chances to win prizes ranging from $10,000 - $25,000. This paper will use three case studies that highlight the use of highly integrated marketing communications towards the target segment of children and young adults: Case 1 The McDonalds Corporation Case 2 Cadbury Freddo Frog Case 3 Kelloggs Nutri-Grain

1.

Case Study 1 McDonalds Corporation

The first McDonalds restaurant was initiated by brothers Richard and Maurice McDonald in 1940, and was based in San Bernardino, California. Ray Kroc, then a franchising agent to the McDonalds brothers, bought out the brothers share seven years later. In his biography, Kroc states that he was obsessed with the idea of making McDonalds the biggest and the best. Since then McDonalds has grown to become the most iconic brand of modern times (Kroc 1977; Greaney 2009). Ray Kroc, along with Walt Disney, have been credited with identifying the importance of marketing to children. Research suggests that a persons brand loyalty may begin as early as age two and that children recognise a brand logo before they recognise their own name (McNeal 1999; Schlosser 2002). In his biography, Ray Kroc explains that a child who likes a McDonalds television commercial, and brings her grandparents to the restaurant, gives McDonalds two new customers. As mentioned previously, McDonalds is one of the handful of organisations at stage four, which also suggests that their marketing communications strategy is highly integrated. A study of the following elements provides some illustration of this level of integration. 1.1 The McDonalds Logo Brand names and images act as a simple perceptual cue that identifies a product as something that people are familiar with (Achenreiner and John 2003). Children learn brand names more easily when the packages display visual cues that tap into their associative networks, than in the absence of such cues. The recognition of brands by both pre-schoolers and school-age children benefit from these visual cues (Macklin 1996). The brand logo itself, the golden arches, is recognisable across cultures and borders (Watson 2006). The primary colours of golden yellow on a red background have reached a level of familiarity that much of McDonalds signage is able to be presented without the company name (Figure 1.1). Figure 1.1: McDonalds outdoor advertising.

All McDonalds restaurants display the logo, which is visible from a long distance, and almost always in neon during the night. Sometimes even the use of the red background is omitted as in Figure 1.2 (as part of a greening campaign, McDonalds are now experimenting with a green background), especially for restaurants located on highways (Figure 1.3) and locations where customers are looking for a convenience stop. Figure 1.2: McDonalds logo outside stores

Figure 1.3: McDonalds Logo along Burwood Highway, Victoria

At many main junctions, there are directions pointing towards the nearest McDonalds (Figure 1.4). Logos and brands are used by consumers as heuristics, or visual shortcuts, to match previous associations with expected outcomes. The logo heuristic explains why people evaluate products with positively valenced brand names more favourably.
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Maheswaran, Mackie, and Chaiken (1992), for example, found that both consumers' level of motivation, and the extent to which brand-name based expectations are confirmed by subsequent processing of attribute information moderate brand-name utilization (p. 317). The logo works as a visual cue to help the customer to recognise the brand and associate it with previous pleasurable experiences. Figure 1.4: Directions to the nearest McDonalds Devonport, Tasmania.

1.2 The Menu McDonalds has been criticised substantially for advertising to children, which resulted in the corporation implementing a self imposed ban on directly advertising unhealthy food to children in 2007, and redirecting marketing budgets to advertise and promote healthier options (Lee 2008). It has since incorporated pasta zoo (recalled due to bad sales), seared chicken wrap, fruit fizz drink (with 65 per cent fruit juice), fruit juices and apple slices into its kids menu. However, regular items such Coke, Sprite, and milkshakes which are known to have high sugar content were not removed from the menu. (McDonalds Corporation website, accessed 07 December 2009). Print media within a McDonalds restaurant makes it easier for children to choose a meal. A poster shows a glass of fruit fizz, a fruit bag, and a seared chicken mini snack wrap in a Happy Meal, which includes a toy. However, this poster is placed adjacent to the dessert menu display that shows ice creams, sundaes and apple pies (Figure 1.5). A paper menu available in some restaurants spells out the healthy meal choices, however there is no other poster or advertising visibly displayed in any other part of the restaurant.

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Figure 1.5: McDonalds Drive-thru on the way to Cradle Mountain, Tasmania.

The lack of a visual exhibit displaying healthy meal choices may limit the perceived choices available to the child customer. Piagets theory of cognitive development proposes that in stage two (children between the ages of two to seven) respond to preoperational stimuli and are perceptually bound to the readily observable aspect of their environment. This age group make their decisions based on what they see (in John 1999; Macklin 1996). Strategically placing the dessert menu with ice cream sundaes and apple pie, adjacent to the Happy Meal menu may adversely influence the child customers meal decision. McDonalds has regularly been chided for being a major contributor to the obesity epidemic (Kline 2004; Fisher 1998). Recognising the importance and preference of nutritious and low fat foods to consumers McDonalds began introducing healthier options to their menu, beginning with the McChicken burger using grilled chicken in 1998. (Fisher 1998). However, , some experts are of the opinion that the changes introduced, such as fruit juices, salads, and cooking oil low in trans fats, and introduction of the Heart Foundation tick, were a calculated response to attacks through litigations and books such as Fast Food Nation and movies such as Supersize me and Food Inc., rather than any authentic attempt to change consumer behaviour or preferences (The Associated Press 2007 http://www.msnbc.msn.com/id/20895437/ ; Sugarman and Sandman 2006; Munger 2004). VicHealth chief executive, Rob Moodie, believes that inclusion of the Heart Foundation tick approved meals may simply be a PR initiative (Nader 2007). In 2007, in conjunction with the National Heart Foundation, nine meals were introduced with the Heart Foundation tick. These meals include a serve of salad that meets the required vegetable intake, water or juice instead of aerated beverages and no serving of fries. Moodie believes this move will be helpful only if it effectively changes consumption patterns. Similarly, Harrison (2007) argued that this strategy can be explained by a psychological theory
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known as bounded rationality where the human mind interprets that having healthier options and the Heart Foundation tick associated suggests that McDonalds has nothing to hide from consumers. Harrison suggests that as a result of the connection to the Heart Foundation tick, customers feel reassured about their choices even if they choose to have a Big Mac and fries. Harrisons research was also cited in the Productivity Commissions enquiry into reforms of consumer law (Department of Treasury, 2009). At McDonalds restaurants, the Happy Meal, also known as the kids meal, is prominently displayed. The Happy Meal is always accompanied by a toy. McDonalds has been in synergy with various entities over the years, starting with Disney cartoon characters and most notably various Hollywood studios. Most of the successful cross promotions have been for movies made for children such as Shrek, Ice Age, Night at the Museum and most recently in the US, Fantastic Mr. Fox. The use of toys as an incentive to buy junk food has always been a controversial topic. Yet The Marketing Store, who supplies the Fun Toy to McDonalds is undergoing rapid growth and has recently turned 20 in Australia (Sinclaire 2008). Children who buy a Happy Meal are partly influenced by the inclusion of the toy in the Happy Meal. They perceive McDonalds as part of the fantasy that the toy represents (Jay 2003: Gautier 2003). Similarly, children prefer the taste of food and drink if they believe it was bought from McDonalds (Robinson et al 2007) To effectively connect the Funtoy in the Happy Meal to the movie, the characters are used in various McDonalds TVCs, for example advertisements for the Ice Age 3 promotion (http://www.youtube.com/watch?v=KcCreZiT0qM&feature=related) showed the main characters falling out of the film context (through an ice floe), and into a McDonalds restaurant, after complaining that they were hungry. Such advertisements reinforce the idea of taking home a piece of the fantasy, with a Happy Meal the best means of accessing this piece of fantasy. The very clever and seamless connection between the fantasy in the film, and the McDonalds brand, reinforces the desire of the child to associate the brand with the positive feelings associated with characters in the film. A child who wants to own this piece does not think about the nutritional value of the food that comes with it (Sinclaire 2008). In their research on relationships between children and brands, Robinson and Kates (2005) recognised four relationship styles. berbrand, lifestyle, fad and phase relationships. Of these the most sought after relationship is the berbrand relationship, which is an enduring relationship that is highly passionate and grounded in tangible connections between the child and the brand. The toy is identified as one of the tangible connections, along with the take home puzzles, quizzes and activity books, the child consumer makes to the McDonalds brand. 1.3 The Playlands The Playland (sometimes referred to as McDonaldland) was originally Ray Krocs idea. Initially McDonaldland was to be a large-scale amusement park similar to Disneyland. However, executives at McDonalds took a more decentralized approach and distributed mini playlands throughout restaurants (Kroc 1977). Playlands are an important part of a childs social life. It provides a recreation area outside of school to meet up with friends and have a good time (Powell et. al 2005). As customers turn towards the seating area, the childrens play area is clearly visible behind a floor to ceiling glass partition (Figure 1.6).
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The architecture of the restaurant enables parents to have a quiet snack while their children have a separate area to play in. It is also a safe environment for parents and children to socialise, especially in low-income areas where playgrounds are not safe or situations where responsible monitoring is difficult. In the book, Fast Food Nation, a manufacturer of playlands explains that playlands bring in children who bring in parents, who bring in money. A McDonalds memo, quoted in the same book, claims that the psychology of parents behind repeated visits to a McDonalds restaurant was because they wanted the kids to love them, which made them feel like good parents (Schlosser 2002). Figure 1.6: Playland at McDonalds behind floor to ceiling glass partition, Tasmania.

This reinforces the self-efficacy beliefs of parenting. Parenting self-efficacy beliefs are broadly defined as parents self-referent estimations of competence in the parental role and may also be construed as a parents perceived ability to positively influence the development of their children. According to Bandura (1989) implicit in these cognitions is knowledge of appropriate parenting behaviours, as well as confidence in ones own ability to effectively engage in the referent behaviours (in Coleman and Karakker 2003). Thus if McDonalds is able to create an association between the concept of good parenting and McDonalds making the child happy, it can potentially influence the parents decision to visit a McDonalds restaurant (see figure 1.7). Figure 1.7: Parents motivation to visit a McDonalds Restaurant on
www.McDonalds.com.au

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Increasing urbanisation has provided new challenges for developing bigger, safer playgrounds, especially in low income neighbourhoods. Many schools in the US have also eliminated physical education to spend more time on academic pursuits. Unavailability of adequate adult supervision of children in public playgrounds after school, gives rise to a number of playground injuries (Powell et al. 2005). In such a setting, a McDonalds playland is a safe place for children to play in and for parents to relax. 1.4 Use of Internet and Technology Children use the internet for various reasons, including education, building social networks, and entertainment (National Health survey, ABS 2009). The Australian Bureau of Statistics (ABS) indicates that the proportion of children (aged 5-14) accessing the internet increased significantly from 65 per cent in 2006 to 79 per cent in 2009. For marketers, however, the internet is a channel to put into use a variety of interactive advertising and marketing techniques (Story and French 2004). A survey conducted by Macmullan (2009) of websites of companies marketing foods to children revealed that the look and feel of the websites was used to attract their target audiences. Cartoon characters were used to attract young children; sports, music and films for older children. Free downloads such as screensavers and wall papers act as ongoing reminders of the product and brand. Shared gaming and competition encouraged children to stay online and registration prompted children to hand over contact information for future marketing. McDonalds website has information on the menu, currently sponsored events and links to the Ronald McDonald House charity. Interactive games are accessible through the link HappyMeal.com.au. Additionally the US market also has access to Ronald.com (Figure 1.8) which is targeted to younger children and features games that help them develop motor, memory, and observation skills. Figure 1.8: www.ronald.com

HappyMeal.com.au (Figure 1.9) takes young consumers to McWorld, an entire website dedicated to the entertainment of children. The site features games, puzzles, arts & crafts instructions, wallpaper, screensavers, printable coloring sheets, icons, and a parent information section. HappyMeal.com has a selection of 20 games, all catering to different
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personality types and skills. Games include "Deep Sea Pinball," "Halfpipe Hero," "Tunnel Racer," "Soccer Challenge," "Happy Hockey," "Putt Putt," and more. (McKean 2009 http://www.ehow.com/way_5489990_McDonalds-games-kids.html) This interactive approach creates a virtual link between the brand and the child customer which also lends itself to the berbrand relationship marketers aim for. Figure 1.9: www.happymeal.com.au

Having achieved the objective of getting the restaurant on the internet, McDonalds has incorporated the internet into the restaurants. Taub (2005) reported a deal between McDonalds and Nintendo in which McDonalds agreed to allow free wireless access to Nintendo machines. Prior to that, McDonalds offered wi-fi to 6000 restaurants across the US for a small fee. The article quoted Anita Frazier, an entertainment industry analyst as saying that this move may encourage children to go to McDonalds to play games. As with the toys, this relationship will help draw customers to the restaurant. McDonalds thus integrates the internet into its marketing structure to create enduring relationships with the child consumer. For McDonalds, online media is strictly a marketing communications channel with delivery of the core product through restaurants. Rowley (2004) says that online media is therefore enlisted to reinforce brand messages and relationships. The availability of a parental information section on the sites creates a perception of openness and thus gains the trust of the parent. 1.5 Other External Media Product placement is a deliberate attempt to influence viewing audiences via a planned placement of branded products in movies or television programs (Babin and Carder 1996; Balasubramanian 1994; Lackey 1993). Advertisers aim to change brand attitudes via product placements. Russells (2002) study into product placement, with modality and plot connection the major elements, showed that even though conditions maximise memory of the brand, it does not necessarily maximise persuasion. It does however raise brand

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awareness and strengthens brand identity, which are major factors that influence repeat purchase. McDonalds has also used product placements in various movies aimed at children and tweens. For example, in the movie Richie Rich (1994) Richie has his own McDonalds in his mansion (http://www.youtube.com/watch?v=zusoI6Mr6T0&feature=related @ 1:51). Similarly, in the movie Big Daddy (1999) Adam Sandlers character makes an unattractive scene at a McDonalds (http://www.youtube.com/watch?v=W5glmc8_COM), and in the tweenie movie, Josie and the Pussycats (2001), the characters are given a McDonald themed ball room. On the small screen, McDonalds McCafe, is featured on the morning show Sunrise on Channel 7 as a supplier of its coffee and food, which seeks to align trust in the Sunrise brand (and its hosts) with the McDonalds brand. Recently the US hit TV serial, 30 Rock, was criticised for openly flaunting McFlurry in one of its episodes (Ardnt 2009), although the program is known for its ironic reflection of popular culture. Targeting the younger teenage audience, in 2005 MTV and McDonalds launched a music partnership. MTV Advance Warning aims to strengthen connections with young adult audience and has the McDonalds logo displayed along with the MTV logo (McDonalds Press Release 2005). However, Russells (2002) study suggests that to be most effective, a product placement must be part of an integrated marketing communication program. Popularising the logo on channels and programs aimed at specific target audiences will be successful when integrated with other communication via the physical restaurants, sponsorship, product placement, print media and the internet. It is likely, then, that children will form implicit attitudes toward the brand, as a result of these associations. As Fine and Harrison (2007) argue, it is not the explicit responses of consumers that should be of concern, but the implicit attitudes amongst children, who are most vulnerable to suggestion, that will be influenced by repeat exposure to a familiar brand. 1.6 The Sponsorships Kellers research (1993) has suggested that when a brand becomes associated with an event, some of the associations linked with the event (e.g., youthful, relaxing, enjoyable, disappointing, sophisticated, lite) may become linked in memory with the brand (Gwinner 1997). The familiarity of the McDonalds brands with young adults is apparent in its sponsorship of Junior sports programs across Australia. It is an active sponsor of Little Athletics, whose members are in the 4-15 year old range, in NSW, QLD, TAS and the McDonalds GWN junior sports trust in SA. In Victoria, it is one of the main partners of Basketball Victoria and sponsors many of Basketball Victorias Junior Development Programs such as McDonalds hoop time which involves 32,000 children across 480 schools. McDonalds Skill Fun and Play, a school based program which currently involves 9,500 children, along with McDonalds Super Mini Series for 10 years and under players, and McDonalds Champion School for secondary schoolers. McDonalds has been a sponsor of the National Junior Classic tournament for the past 3 years. The Golden Arches are a distinctive part of the logos used by the banners and uniforms of the above programs (Figure 1.10). It also has its logo on the McDonalds Cup and on certificates and sponsored prizes awarded to young achievers.

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Figure 1.10: McDonalds on promotional material and embedded in the Basketball Victoria logos. www.basketballvictoria.com.au

Applying Kellers (1993) research findings, it can be argued that the thought of health, fitness and youth associated with these games like the National Junior Classic Tournament, are likely to be linked in the memory of the audience and the players with the sponsor, McDonalds. Firms enter sponsorship deals with a number of goals, the two most important ones are to increase brand awareness and to establish, strengthen or change, the brand image (Crowley 1991; Marshall and Cook 1992; Meenaghan 1992). Researchers have found that sponsorships are becoming more sophisticated, and most firms expect a reasonable return on their sponsorship dollar in the form of increased sales (Catherwood and Van Kirk 1992). Although McDonalds annual report 2008 shows a marked increase in sales, 17 per cent growth in 2008 from 2007, it is difficult to measure the exact percentage of increased sales due to sponsorships. However, sponsorship is still a significant portion of McDonalds communication efforts and can be requested through a link on the website.

Other significant events sponsored by McDonalds include Maccas Chef based on its sponsorship of Masterchef Australia (a television program that was incredibly popular with children aged 7 14), Big Picture design challenge for tertiary students above 18 years of age, McDonalds camp quality, Clean up Australia, and McDonalds performing arts challenge. McDonalds Australia and the Collingwood Football Club have had a
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partnership since 2006 to promote a healthy lifestyle to children. Together they run as series of junior football programs and events, including the McDonald's Mighty Footy Trip and McDonald's Mighty Footy Nights, and supporting Ronald McDonald House Charities and community initiatives (McDonalds.com.au; Collingwoodfc.com.au).

Associations with a range of other charities, whether targeted at children or adults, increases trust in the brand, and makes it easier for parents to choose McDonalds fast food over and above other competitors. McDonalds sponsorship of the Blue Ribbon Foundation (Figure 1.11), for example, provides a strong association between the McDonalds brand, and the Police brand, resulting in perceptions of trust being transferred from the Victoria Police to the McDonalds brand.

Figure 1.11: Billboard hoarding in Coburg, Victoria

1.7 Ronald McDonald House Charities (RMHC) RMHC has been running successfully since 1986. McDonalds established the first house in 1981 in Sydney, near the Royal Alexandria Hospital for children. Four years later, McDonalds officially established the Ronald McDonald House Charities to help sick children and their families. McDonalds claims its contribution to RMHC as a part of its Corporate Social Responsibility strategy (www.McDonalds.com.au; www.rmhc.org.au). Apart from providing accommodation and facilities such as family rooms and family retreats, RMHC also includes National Learning programs (so that children missing out on school can maintain schooling), grants for families and the Charlie Bell scholarships to deserving children who have been with RMHC. McDonalds involvement with RMHC does not stop at the payment of administrative costs. It also conducts regular events, including the McHappy Day where a dollar from every Happy Meal goes towards the charity, but also has a RMHC charity box restaurant patrons can drop coins into, both in the restaurant and in the drive-thru. RMHC is allowed the use of the golden arches in its posters and advertising as well (Figure 1.12). In this case, Ronald McDonald is an interactive interpretation of the

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McDonalds logo, and his association with health care based charities for children is aimed to imply positive health aspects of the McDonalds restaurants. Figure 1.12: Ronald McDonald and RMHC

As discussed previously brands names are cues that people associate with certain perceptual features (Achenreiner and John 2003) and when a brand associates with a particular event some of the associations are transferred from the even to the brand (Keller 1993). Ronald McDonald is an image of the McDonalds brand and RMHC intentionally uses the brand logo in its advertising. As such the two are perceived as synonymous and the associations of being charitable and compassion towards sick children may be transferred from RMHC to McDonalds. The Royal Childrens Hospital, Melbourne, has had a McDonalds restaurant on its premises since 1991. Recently it released a set of guidelines for restaurants serving food on its premises. The new guidelines follow a ``traffic light'' system where green (healthy) foods must make up half the menu and red (unhealthy) items cannot be more than a fifth. Obesity expert Boyd Swinburn of Deakin University, said he believed McDonalds would do everything possible to stay in the Royal Children's - even if it had to overhaul its menu and run at a loss. In an interview in The Age newspaper he stated that that for McDonalds, to appear to have the hospital's stamp of approval is worth serious, serious money for them'' (McArthur and Magee 2009). Sahud et al. (2006) found that more than a quarter of 200 hospitals surveyed in their research had branded or multinational fast food restaurants on the premises. their research fond that a McDonalds restaurant in a childrens hospital was associated with significantly increased purchase of McDonalds food [primarily as a result of] outpatients belief that the McDonalds Corporation supported the hospital financially (Sahud et al. 2006). This study also revealed a higher rating in the perceived healthiness of McDonalds food by the survey participants. This can be considered a transfer of association, where customers perceive the food bought from a McDonalds restaurant on or around hospital premises as healthier than food bought from any McDonalds restaurant located elsewhere.

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In response to the new guidelines at the RCH, Raylee McLeod, operations director for McDonalds Corporation, said that McDonalds welcomes an opportunity to consult the hospital to understand the consequences of the proposed system on its business (McArthur and Magee 2009). By the end of July 2009, McDonalds had agreed to follow the new guidelines issued by the Royal Childrens Hospital and was given permission by the hospital board to continue to operate the restaurant on the premises (McArthur 2009). 1.8 Conclusion To children, products and brands are probably the most salient aspects of the marketplace. Even before they are able to read, children as young as two or three years of age can recognise familiar packages in the store and familiar characters on products such as toys and clothing (Derscheid, Kwon, and Fang 1996; Haynes et al. 1993 in John 1999). By preschool, children are able to recall brand names from advertisements on television or product packages, especially if the brand names are associated with salient visual cues such as colours, pictures, or cartoon characters (Macklin 1996 in John 1999). Children begin to identify brand names with a specific product within a product category. By the age of three or four they even begin to request products by their brand name such as M and Ms, Oreos and McDonalds (Archenreiner and John 2003). McDonalds logo is colourful, has creative billboard and paper advertising, characters such as the Hamburglar, Mayor McCheese and Ronald McDonald. Characters and colours children relate to and enable them to recognise the McDonalds brand. By kindergarten and first grade, children begin to read and spell brand names, which opens up even more opportunities for children to add to their knowledge base (John 1999). They recognise a brand name as unique and separate from the product, distinctive from the packaging or even the product. That is, children are able to de-construct a given product into different dimensions, viewing brand name as one of the separable elements. Children younger than six tend to classify objects on their overall similarity (food) and children over six identify objects by a single dimension or attribute (burgers, taste) (Archenreiner and John 2003). McDonalds have easy to remember taglines and/or jingles as well as their Playlands and Happy Meals. Ronald McDonald and other tangible aspects such as the toy included in the happy meal help children in this age group differentiate between similar brands such as Hungry Jacks. By the time children reach middle childhood, they can name multiple brands in most child-oriented product categories such as cereal, snacks, and toys (McNeal 1992; Otnes, Kim, and Kim 1994; Rossiter 1976; Rubin 1974; Ward et al. 1977). Once children are able to identify a brand as a separate element, they also have the ability to think about the brand name at an abstract level. At middle childhood children are able to connect the brand name to non observable features such as quality, prestige, or trendiness (Archenreiner and John 2003). McDonalds uses games, competitions, sponsorships, the look and feel of the restaurant, the toys connected to mainstream films, to differentiate it from other competitors. Ronald McDonald House Charities and McDonalds restaurants located in childrens hospitals create positive associations between the restaurant and the health and well being of children. Sponsorship of sporting events creates the association of youthfulness and an image of an active lifestyle. Given the increasing objections to advertising to children, McDonalds now aims to target mums. In 2007, the Associated Press released a report stating that in a quest to show its commitment to food quality and nutritional balance, McDonalds is currently wooing
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mothers of young children. A panel of mothers visit suppliers facilities, the restaurant kitchens and other sites to learn about its food quality. One such panel member was so convinced about the variety and quality of the food that she has a Chicken nuggets, Apples and Milk night at a local McDonalds regularly. (The Associated Press 2007) Banduras (1973) research in the area of social learning theory suggests that repeated exposure to modelled behaviour can result in significant behavioural change. Akers (2009) further explains that a primary learning mechanisms are differential reinforcement or instrumental conditioning, in which behaviour is a function of the frequency, amount and probability of experienced and perceived contingent rewards. This mechanism also includes the concept of imitation where ones own behaviour is modelled on the observed behaviour of others. Advertising the panel of mothers and regular advertising of being a good parent can potentially induce the behaviour of taking a child to a McDonalds restaurant in order to make them happy and be seen as a good parent. Exposing children to the brand in strategic locations like hospitals, schools and sporting events will facilitate the memory of the brand and strengthen the association of positive attributes to the brand, ensuring continuous brand recall and thus translating into increased sales. It can be argued that the behaviour of both target groups is influenced at least to a certain degree, by continuous exposure to the brand through various communication channels. This change in consumer target segment from children to mothers can also be viewed as side stepping the issue of advertising to children directly. Nevertheless, the main consumer is still the child consumer and displaying the brand to this segment directly at locations like schools, playgrounds and sports tournaments will act as a reminder of its tangible and intangible cues thus reinforcing its positive associations. It is evident that McDonalds advertising to children does not only depend on television commercials and promotional tie-ins, but is well integrated into its marketing communications which involve the physical attributes of the restaurant, locations of restaurants, print media popularising the logo, product placement in movies and TV shows, event sponsorships and even employment opportunities.

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Case Study 2

Cadburys Freddo Frog

In 1831, John Cadbury, a tea and coffee retailer in Birmingham, England, made a momentous step when he began manufacturing cocoa products (Bradley, 2008). For more than 100 years Cadbury was a family business. Then, in 1962, Cadbury Limited was born and the company expanded with the acquisition of other sugar confectionary manufacturers, including Pascall Murray and MacRobertsons (Cadbury, 2010). Over the years, Cadbury became a global brand and a strong force in the international market with sales counted in the billions (Bradley). In Australia, Cadbury has market leadership in chocolate (48 per cent) as well as in total confectionary (35 per cent) (Nielsen, 2009; Confectionary Manufactures of Australia, 2009).

Cocoa was initially a luxury product enjoyed largely in drinking form and only by the elite members of society. With the reduction in taxes on imported cocoa beans in 1832, combined with important technological advancements, chocolate, similar to the kind we eat today, was produced and became within reach of the wider population (Bradley, 2008). An early popular product was a box of assorted chocolates called Cadburys fancy chocolates. The chocolates boxes were decorated with small pictures for children to cut out and stick into scrapbooks (Cadbury, 2010).

Cadbury has since attracted children to its products in various ways, preferring to establish brand loyalty at a young age. Cadbury Australias current pre-teen confectionary, the Freddo Frog chocolate, was invented in 1930 as a part of MacRoberston Chocolates childrens range (Cadbury Australia, 2010). It has gone on to become one of Australias most popular childrens chocolates (Superbrands Australia, 2009). This is significant given many companies believe that a persons brand loyalty might begin as early as age two (Schlosser, 2002). Three generations of Australians have now grown up with the Cadbury range (Superbrands Australia, 2010).

Cadbury has highly integrated marketing communications at a strategic and financial level. According to the IMC model by Schultz and Kitchen (2004) this makes Cadbury an organisation at a high level (stage four) of marketing communications strategy integration. A study of the various elements of Cadburys marketing communications for the Freddo Frog portrays some of this level of integration. 2.1 The Cadbury Logo Brand names act as a simple perceptual cue that identifies a product as one people are familiar with or one they associate with particular attributes or features (Achenreiner and John 2003). The famous Cadbury white/purple script logo is unique and original, yet simple, familiar and somehow approachable (Figure 2.1). There is some element of a guarantee about the product created by the signature logo. In fact, in Australia, Cadbury is regularly voted as the most trusted brand in the country (Bradley, 2008). The appetising visual of two glasses pouring milk into the signature is also well known and provides a

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pictorial heuristic for the perceived benefit of a glass and a half of full cream dairy milk (Figure 2.1).

Figure 2.1: Cadbury Logos

Cadbury is also instantly recognisable because of its iconic purple packaging. Colour has emotional significance and can prompt swifter recognition to packaging than either written words or imagery (Tutssel, 2001). Cadbury uses colour for quick brand recognition across its many forms of marketing communications, for example, in outdoor advertising (Figure 2.2), and television advertising (Figure 2.3). One recent survey has found that 88 per cent of UK respondents recognised Cadburys purple, making it the third most recognised brand of those tested (Fitzgerald, 2009). Cadburys particular shade of purple has also long had associations with royalty and luxury (Bradley, 2008).

Figure 2.2: Purple Cadbury Tram in Sydney,

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Figure 2.3 One of the almost exclusively purple and white images used in an Australian Cadbury television commercial, 2009

Research has found that colour used in logos and product design is crucial in brand recall and recognition. The research carried out by patent and trademark attorneys Withers and Rogers, saw colour being rated as more important than slogan, typeface, or logo shape by 64 per cent of interviewees (Fitzgerald, 2009). Cadbury Australia realises how important the colour purple is, and in the last decade has made several court bids in attempts to claim ownership of the distinctive royal purple (The Age, 2009). Cadburys signature colour is considered so valuable to the company for brand recall and brand recognition that it has spent millions of dollars in legal fees attempting to prevent other chocolate companies such as Darrel Lea from using purple in their marketing communications.

The Cadbury logo, its brand name and signature colour is always clearly visible in all marketing communications providing ease of brand recognition (Figure 2.4 and Figure 2.5). This is especially important when targeting child audiences whose brand recognition is benefitted by visual cues and who benefit from picture and colour brand representation (Macklin, 1996). These brand identifiers act as visual heuristics which consumers use to match previous associations with expected outcomes. Brand-name utilisation is moderated by the extent to which brand-name based expectations are confirmed by subsequent processing of attribute information (Maheswaran, Mackie and Chaiken, 1992). This explains why a logo can be very powerful as a visual heuristic in brand recognition. Figure 2.4: Cadbury Supermarket Displays, Melbourne

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Figure 2.5: Cadbury Billboard in Dundas Square, Toronto, Canada

2.2 The Freddo Logo The Freddo Frog was originally chosen as the character for the childrens line when a chocolate mould maker, Harry Melbourne, thought that a mouse (a previously considered mascot) would not attract children and women (Cadbury, 2010). The friendly frog has attracted children for more than 80 years as an adventurous, fun, loveable character. Importantly for Cadbury, Freddo (the frog image) provides a method of recognition very early in a childs cognitive development, long before they can recognise the word Cadbury. Promotional characters that act as cues that invoke visual brand recognition are essential due to young childrens limited reading abilities, and they have also been shown to be associated with childrens positive attitudes towards food products (Neeley and Schumann, 2004). As well as enhancing recognition and liking, promotional animations, like Freddo, can help get childrens attention and encourage favourable associations (Neeley and Schumann, 2004). Furthermore, preschoolers often prefer familiar objects and animals they can verbally label (Valkenburg and Cantor, 2001), and consumers in general have been shown to adopt a major-brand risk-relief heuristic where they buy only familiar, well-established brands (Roselius, 1971). Having a recognisable frog as the logo for the Cadburys childrens product is advantageous in these respects (Figure 2.6).

Figure 2.6: Freddo the Frog logo on packaging

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By the age of three or four, a child might begin to request products by their brand name such as M and Ms and McDonalds (Archenreiner and John, 2003). By age six, the child begins to read and brand names that demand attention become more important. Red has been found to capture attention as the most salient, active and potent colour (Bottomley and Doyle 2006). The red Freddo brand name is therefore likely to attract attention. Typeface has also been shown to convey meaning, and has the potential to significantly influence brand perceptions and enhance memory of advertised benefit claims (Childers and Jass, 2002).

Whereas children younger than six tend to classify objects on their overall similarity, children over six identify objects by a single dimension or attribute (Archenreiner and John 2003). They are now able to distinguish brands from each other by various elements. Cadbury helps the child distinguish their brand and products from competitors with catchy jingles and taglines, identifiable characters and products. For example, Wouldnt it be nice if the world was Cadbury? and the original, colourful Freddo character.

Children in middle childhood are more likely to be able to recall brand names than younger children (McNeal and Ji, 2003). In a study that required school aged children to draw a cereal box, the most common attribute included was the brand name (98 per cent) (McNeal and Ji). Research also indicates that by age 12, brand names are used as important conceptual cues in consumer decisions (Archenreiner and John, 2003). Therefore the prominence of the Freddo brand (and the Cadbury umbrella brand) in marketing communications is important for gaining inclusion into an older childs evoked set. It has been found that this evoked set of brands is not just a list of names in the mind, but rather an elaborate symbolic environment made up of visual and verbal codes in which the brand is nested (McNeal and Ji). Furthermore, at middle childhood children can connect the brand name to abstract features such as quality or prestige (Archenreiner and John). Therefore all brand representations, even the more implicit cues, are important. Cadbury uses its advertising, packaging, sponsorships, fundraising and product characters to differentiate itself from other brands. 2.3 Advertising through Entertainment The Freddo cartoon character has a long past of representing entertainment and fun to children. In 1962, Freddo was the protagonist in Australias first television cartoon, and also later featured as the subject of childrens book The Fantastic Adventures of Freddo. More recently Freddo appears in a television commercial (TVC) where the story of the frog prince plays out in reverse. When the shy prince turns into the outgoing Freddo, the party begins and we are told, Happiness ever after is Cadburyness ever after. Although the TVC does not show the chocolate itself, it intends to attract its target audience through use of the familiar cartoon character, engaging story, vibrant colour, music and a fun, party atmosphere (Figure 2.7).

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Figure 2.7: Freddo the Frog Prince in a fairytale style Australian Cadbury TVC

Advertising to children and the use of entertainment as an incentive to buy junk food has always been controversial, especially in recent years with increases in childhood obesity. Despite a bill to ban junk food advertising to children being defeated in the Australian Senate in 2009, 16 major food and beverage companies have voluntarily signed up to the Australian Food and Grocery Councils Responsible Childrens Marketing Initiative (RCMI). Cadbury is one of the companies who have committed to not advertise unhealthy products to children under 12 (see www.afgc.org.au/cmsDocuments/Cadbury per cent20CAP.pdf). Despite this commitment, Cadbury has received much criticism for its recent Adventures of Freddo TVC, outdoor and website campaign.

The TVC, which ran nationally on TV and at cinemas for five weeks, encouraged children to go online to interact with Freddo and help him solve puzzles and play games. The websites branded content aims to appeal to both parents and children and be both entertaining and educational. Outdoor activities were also run at aquatic centres in Queensland, Victoria and New South Wales. The campaign celebrates Freddos eightieth birthday.

In response to the 2009 Adventures of Freddo campaign, the Coalition of Food Advertising to Children (CFAC) has said there are loopholes in the RCMI self-regulatory code. Representative of CFAC, Kaye Mehta, stated that, If they (Cadbury) were serious in their commitment to abide by the spirit of the socially responsible marketing code theyve signed up to, then you wouldnt expect to see marketing like this (Sinclair, 2009).

However, Cadbury maintains that the campaign is not targeted at children and is responsible marketing because it does not show any unhealthy products in its advertising.

While it is true that the campaign does not feature chocolate, encourages an active lifestyle and is educational, it is also clear that Cadbury is advertising the Freddo brand and this advertising and this brand are aimed at children. Cadburys central reasoning that it does not breach the RCMI is that it does not use any junk food products in its advertising. However, it has long been shown that to advertise a product you do not have to show the
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product itself. Recent post-modern ads have shown just this. For example, the Smirnoff Sea 2007 TVC dramatically shows the sea purifying itself to represent the process Smirnoff makers go through to produce the purest vodka. Cadbury also represents its brand and its products benefits through other means.

The Cadbury Freddo advertising does not need to necessarily show the product itself, because simply showing the frog image is also a useful tactic in persuasion. This is because logos can are used so that the consumer forms (or recalls) associations that make up a products brand image (Keller, 1993). Brand associations can include benefits that are functional, experiential, and symbolic, as well as contributing to attitudes about the branded product (Keller). The Freddo cartoon not only represents the chocolate at a very fundamental level, i.e., the chocolate is shaped as a frog, but it also represents the childs pleasurable past experiences eating the product and the transferrable qualities (e.g., adventure, fun) of the character. The logo found on the products packaging is the attribute that consumers look for on the supermarket shelves as a part of its brand image (Keller). There is little doubt that the Freddo cartoon is used in marketing communications to enhance brand image and as a brand identifier for the children target market. Indeed, antijunk food advertising campaigners say that the Freddo campaign simply shows how ineffective the RCMI code is at limiting junk food marketing aimed at children (Sinclair, 2009).

2.3.1 Cadburys use of fantasy themes

Another key reason that Cadbury can advertise its product to children without the actual product is that it attracts its audience using other means. Cadbury uses fantasy themes of fun and adventure that appeal to children (Figure 2.8). The TVC is presented as a movie preview, showing highlights of the Adventures of Freddo in an attempt to capture the attention of children. It begins by introducing the most attractive theme of adventure; This year see adventure like you have never seen it before, and goes on to show how Freddo needs to solve the mystery of the golden keys, defeat the villain and save a professor but, of course, needs the childs help. It then encourages registration at www.freddo.com.au

Figure 2.8: Themes of fantasy and adventure in screenshots of Cadbury Adventure of Freddo TVC

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As with the TVC, the websites protagonist is Freddo the Frog, which features throughout the games and puzzles (Figure 2.9). The child designs their own character, which then joins the adventure with Freddo (Figure 2.10). Thus, the child is interacting with the brand. This enhances the likelihood that every point of contact Cadbury has with its consumers from a young age are positive. Freddo is the hero of the website, which suggests that children are likely associate his positive qualities with the brand itself. It is also suggested that children exposed to junk food and drink advertisements can learn to associate the products with excitement or fun (Hawkes 2005).

Figure 2.9: The prominent Freddo brand on the Adventures of Freddo website

Figure 2.10: The child interacts with Freddo on the Adventures of Freddo website

Piagets theory of cognitive development proposes that in stage two (children between the ages of two to seven) respond to preoperational stimuli, and are perceptually bound to the readily observable aspect of their environment. This age group make their decisions based on what they see (Macklin 1996). Therefore this world of Freddo, although strictly free from the chocolate product it is advertising, may have a profound affect on the children aged 5 to 7 who are surrounded by brand messages (Figure 2.11). Here it is the implicit attitudes amongst children that are of concern and because children are most vulnerable to suggestion they are readily influenced by repeat exposures to a familiar brand (Fine and

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Harrison 2007). Older children may be more discerning and this is probably where a positive interaction with the Freddo protagonist is important.

Figure 2.11: Screenshots from the World of Freddo children encounter at freddo.com

Cadbury presents itself as a responsible marketer by requiring parental permission via email to use the website, by providing administrative time controls to the register, and by stating it aims to educate and entertain children using a modern version of the cheeky, loveable frog that we have all grown up with (www.freddo.com). However, there is little doubt Cadbury is also still targeting children using fantasy themes and interaction and that the website is a strategic platform for enhancing brand preference and building up brand loyalty. 2.4 Cadburys points of contact By creating this fantastical, but educational game, Cadbury has created the opportunity to communicate with Freddos target market. In the twelve months preceding April 2009, an estimated 2.2 million (79 per cent) Australian children accessed the internet (Australian Bureau of Statistics, 2009). The two most popular activities for children accessing the internet at home were educational activities (85 per cent) and games (69 per cent). In a two-week study children spent 17 hours on average (outside of school) watching television (Australian Bureau of Statistics, 2009). This means Cadbury has the opportunity to capture the attention of many children using the TVC and internet combination.

Cadbury increased the chance that the child will log in to the website at more than one occasion by releasing the first ten episodes of the game over the first ten days of the school holidays. During these sessions that the child is on the website Cadbury has the time to impart whatever message it wishes about the character of Freddo and enhance his likeability with the target market. Furthermore, any experiential benefits (e.g., each good
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experience that the child has with Freddo) will be drawn upon in the future as favourable brand associations are recalled (Keller, 1993).

Children between the ages of 2 and 5 often do not adequately distinguish between fantasy and reality, and because of this, they can just as easily focus on an animal or fantasy protagonist as on a real-life character (Valkenburg & Cantor, 2001). Therefore young children might believe that in purchasing a Freddo, they can be a part of the fantasy world they have experienced on the website. Older children may be able to distinguish reality and fantasy, but they still desire the fantasy world and are likely to continue playing to resolve the mystery, save the professor, and defeat the villain. Indeed fantasy has been found to be most important in creating intrinsically motivating environments for video games provided they are chosen to appeal to the target audience (Malone, 1981). This attraction to the fantastical is enhanced when the campaign also invites the child to complete real world challenges offline. These branded activities allow the fantasy into the childs reality whilst fostering a Freddo brand preference in the child, (Figure 2.12). Figure 2.12: A branded activity downloaded from Freddo.com

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2.5 Creating Perceptions of Responsible Marketing In the past, it has been argued that displaying nutritional details on packaging of food products and introductions such as the Heart Foundation tick are strategic tools used in response to bad press, rather than actual endeavours to inform consumer decisions (Nader, 2007). It might be argued that companies volunteering to join the Responsible Marketing to Children Initiative have responded to criticism in a similar vein. After all, Cadbury has recognised that they are still able to indirectly advertise their products to children whilst maintaining the positive image that they are responsible marketers who care about their consumers.

As highlighted by Harrison (2007), as a result of bounded rationality, consumers may perceive companies associated with the Heart Foundation tick as having nothing to hide and might be reassured about their consumer decisions even if they choose the unhealthy option. Similarly with Cadbury, parents might be reassured that their children are not being advertised to and place greater trust in Cadbury. Furthermore, parents might be encouraged by the educational benefits of using branded websites. Commitments such as Cadburys RCMI often appear to promote a company whilst ignoring the actual strategies used by the company to target children (Jones et al. 2007). The commitments to the RMCI might be seen as a PR exercise in that every time criticism is levelled at Cadbury regarding childrens marketing the company can emphasise its position as responsible marketers to children as a part of the initiative. 2.6 Point of Purchase Communication The packaging of the Freddo chocolate is well integrated with the overall strategy of the brand. Aside from being attracted to the brand because of the likeable original Freddo character, children also like the variations of the frog (Figure 2.13). The frog is portrayed as likeable, active, sporty and adventurous. Spokes-characters act as visual cues to represent a brands attributes and result in more favourable more favourable brand attitudes (Garretson and Buton, 2005). In the past, Freddo has also appeared at Christmas time dressed in red with a Santas hat thus enhancing the attraction to the small child. In 2006, a 3D Freddo that came with one of four surprise candies inside was introduced. This further captivates the child and encourages repeat purchases because the child wants to know what all the surprise candies are.

Figure 2.13: Variations of the Freddo chocolate packaging over the years

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Cadbury extends its points of contact with the child by providing products for all occasions, for example, Freddo birthday cakes, button decorations, party share packs and stockings at Christmas, (Figure 2.14).

Figure 2.14: Freddo products for all occasions

Cadbury also uses point of purchase displays to communicate with consumers. These displays make it even easier for the child to recognise the product and are often found at pram or child heights (Figure 2.15).

Figure 2.15: Point of purchase display

2.7 Use of Internet and Technology The Australian Bureau of Statistics (ABS) indicates that of the 2 million children who use the internet at home, 42 per cent use it for 2 hours of less and 17 per cent use it for more than 10 hours a week (Australian Bureau of Statistics, 2009). The internet, then, provides another channel for marketers to reach children and put into use a number of interactive and marketing techniques (Story and French 2004). A recent survey has found that the brand characters, themes and games that appeal to children, free gifts and the look and feel of websites are used to market food to children (Macmullan, 2009). Cadburys Adventure of Freddo is an entire website is dedicated to the entertainment and education of children. It employs a number of strategies to attract the target audience including using cartoon characters, music, film, interactive educational games, competition, puzzles and
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free downloadable activities. Freddo.com (Figure 2.16) has a selection of 17 games, 10 puzzles and 24 activities. Games include Roo Racing, Toss the Toad, Shrinking Maze and Escape Gorfs Fortress.

Figure 2.16: Selection of games and activities at Freddo.com

This interactive approach used on the Freddo website creates a virtual link between the brand and the child customer. In research on the relationships between children and brands, Robinson and Kates (2005) identified that the most sought after child-brand relationship is an enduring one that is highly passionate and grounded in tangible connections between the child and the brand. They termed this the berbrand. The games and puzzles, as well as the take-home and online activities, are tangible connections that the child makes with the Freddo brand. Cadbury therefore has integrated the internet and technology into its Freddo marketing strategy to create an enduring relationship with the child consumer. 2.8 Sponsorships, affiliations and celebrity endorsements The integrated marketing campaign Adventures of Freddo and the Cadbury umbrella branding also utilises various forms of marketing communications other than its television and internet advertising, its public relations and point of purchase messages. Sponsorships, affiliations and celebrity endorsements are key strategies used by Cadbury. It is suggested that when a brand becomes associated with an event, some of the associations linked with the event (e.g., fun, exciting, youthful) may become linked in memory with the brand (Keller, 1993). The familiarity of the Freddo brand amongst children is enhanced during sponsorship of events attended and viewed by this target audience. Many of these events have associations with sport, achieving goals and energy. For example, in 2006 Cadbury Schweppes was a sponsor of the Sydney International (Tennis). In some cases they also aim to seek the central benefit of celebrity endorsements; that positive associations with the celebrity will transfer to the product or brand. Also in 2006, triple gold medallist Jodie Henry was the face of Cadbury Schweppes (also a major sponsor) at the Commonwealth Games (Figure 2.17).

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Figure 2.17: Jodie Henry, the face of Cadbury Schweppes at the Games, with Freddo Frog and Karak at Luna Park. 2006 Commonwealth Games, Melbourne

As part of the Adventures of Freddo campaign, branded outdoor activities were also run at aquatic centres in Queensland, Victoria and New South Wales. Similarly, in New Zealand Freddo has been affiliated with Auckland Zoo and Orana Wildlife Park, (Figure 2.18). This sponsorship allows Cadbury to reach many children and create a lasting brand impression through fun activities and learning.

Figure 2.18: Freddos affiliation with Orana Wildlife Park in New Zealand.

Cadbury also sponsors annual Marathons and Childrens Fun Runs in Hobart (Figure 2.19). The event run in January includes a Caramello kids race of 1.25km. The course for the fun runs incorporate laps of the Cadbury Estate (Cadbury Chocolate Factory). Upon completion all participants are greeted by Freddo and Caramello Koala and receive Cadbury chocolates. Here the Cadbury chocolates are promoted as a method of restoring

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energy after the race, something inherently problematic for children who are learning about why we need to eat certain foods.

Figure 2.19: Cadburys annual Marathon and Fun Run in Hobart

The Cadbury Estate is a major attraction for children and provides tours and thus another point of contact for communicating with its various target audiences. Cadbury also sponsors Smile Day (clown doctors) and the Good Friday Appeal (Royal Childrens Hospital). Cadburys sponsorship of Smile Day and the Good Friday Appeal means Cadbury is likely to be viewed as compassionate and charitable towards sick children. These are redeeming qualities that might lead to implicit responses where a parent will favour a Cadbury product when its treat time. As part of Cadburys sponsorship of the Royal Childrens Hospital it runs Cadbury family picnics and Easter Egg Hunts at Easter time in Werribee (Figure 2.20). These sponsorships encourage children to associate Cadbury with laughing, adventure and fun memories. As detailed earlier, these responses to the brand need not be explicit, in fact it is the implicit responses that should be of concern because children are vulnerable to suggestion and will be influenced by repeat exposures to a brand (Fine and Harrison, 2007; Sutherland, 1993).

Figure 2.20: Cadbury annual family picnic and Easter Egg Hunt at Werribee

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Cadbury Freddo Frog merchandise is also made available to children through various events. Cadbury showbags are available throughout the year at shows in many locations throughout Australia. The Freddo showbags generally include about a dozen of different flavoured Freddo chocolates plus a couple of Freddo branded items like a Freddo keychain, a Freddo tumbler or a Freddo bag (Figure 2.21). Once more this allows a child to bring the fantasy and adventure associated with the character into their everyday lives.

Figure 2.21: Example of a Freddo Show bag and showbag contents

2.9 The Fundraisers A central method Cadbury uses to enhance familiarity between its target audience and the Freddo Frog is its fundraisers (Figure 2.22). Cadburys fundraisers see the chocolate brought into the home and often the child has a role selling the chocolates. Furthermore the child is usually selling the chocolates to fundraise for a group or club they have a recreational interest in such as a sporting club or a scouts group. The child might then associate the Cadbury or Freddo brand with their club or group, the fun times they there or the rewards they receive due to their fundraising efforts. Often the child will buy, or be bought, at least one fundraising item for themselves. Sometimes families may even buy whole boxes resulting in the child being surrounded by the brand for many continuous days on end. It is possible that the child might make brand associations reflecting their positive emotions or feelings during these usage situations (Keller, 1993).

Figure 2.22: Examples of Cadbury Fundraiser boxes

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Cadbury is prominent in the confectionary fundraising market raising millions of dollars each year, as seen in the self-promotion from the Cadbury website in Figure 2.23.

Figure 2.23: Cadbury Fundraising Self-promotion

2.10 Conclusion Branding is used in advertising of many children markets. Brand recognition in children is benefitted by visual cues (Macklin, 1996). Even toddlers can recognise familiar colours, logos and characters appearing in advertising (Fischer et al, 1991). Cadburys packaging is a bright colour and their advertising has attractive themes of fantasy. Freddo was designed as an adventurous, fun, loveable, character that is recognisable to children. Cadburys purple packaging and cartoon frog are something children can relate to and helps them with brand recognition.

Cadburys pre-teens category manager Kate Watson says, We dont actively market to children aged 12 and under. Were marketing to parents. Parents are the gatekeepers. Kids cant go on the website without parents registering the kids (Sinclair, 2009). It appears actively is the key word here as it appears that instead of directly advertising the chocolate, Cadbury aims to create multiple and multifaceted relationships between the Freddo character and its child audience. Cadburys advertising incorporates attractive elements of fantasy, cartoons, engaging stories, vibrant colour, music, fun and education whilst aiming for credibility and trustworthiness by laying claim to their responsible marketing to children. The Adventures of Freddo campaign encourages children to immerse themselves in the Freddo brand with interactive games and puzzles, videos and printout offline activities. These help create an enduring relationship that is highly passionate and grounded in tangible connections between the child and the brand thus making it and berbrand, relationship (Robinson and Kates, 2005).

Cadbury aims for many points of contact with its target audience. By creating a TVC and supporting website that encourages multiple log-ins, Cadbury enhances its opportunity to impress children with brand messages. The child interacting with the Freddo character (portrayed as the hero) also enhances familiarity and brand liking. Because, according to Piagets developmental stage theory, young children make decisions based on what they
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see around them (Macklin 1996), this word of Freddo can have lasting effects. Children also have greater vulnerability to suggestion and thus will be more readily influenced by repeat exposures (Fine and Harrison, 2007). Children will also associate the fun times they had with Freddo with both the Cadbury brand and the product itself.

Through packaging of Freddo as a sporty, active and adventurous character, as well as Cadburys sponsorship of sporting events, the child consumer may build up a perception that the chocolate provides a good form of energy and is okay to eat more regularly than is recommended. Freddo is also packaged to suit different occasions and thus create maximum exposure. Cadburys merchandise availability is another way children can take home part of Freddos fantasyland of adventure and integrate the character (and the brand) into their everyday lives.

Cadbury sponsors numerous events, many of them accessible to children. Research suggests that when a brand becomes associated with an event, some of the associations linked with the event may become linked in memory with the brand (Keller, 1993). Cadbury aims to be associated with an active, sporty, energetic lifestyle through its sporting sponsorship. It also wishes to be perceived as charitable, educational and fun due to various other sponsorships and its fundraising capabilities.

Cadbury maintains that it is marketing Freddo to parents and not children under 12. Children, however, have been shown to have significant influence on supermarket product purchases even if they are not responsible for making the consumer decision (Wilson and Wood, 2004). Furthermore, although Cadbury is not using traditional advertising of the product and its tangible benefits, it is clear that Cadbury is in fact targeting children. Cadbury is sending its brand messages about Freddo to children through its representative cartoon character, interactive technologies, and sponsorship of events. Cadbury endeavours to create favourable brand impressions on children with every point of contact. Every channel represents Freddo as a fun, lovable, adventurous and energetic. All the various techniques utilised enhance familiarity, and reinforce favourable associations with the product and are all part of well-integrated marketing communications strategy.

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Case Study 3 Kelloggs Nutri-Grain

Kelloggs has produced food for Australia since 1924 when Morris Raymer, a specialist in automatic packaging machinery, was sent from the US to establish corn flake machinery in Chippendale, NSW (Kelloggs Australia, 2010). Corn Flakes was so successful that a new plant was built at Botany, NSW, four years later. A continuing demand for Kelloggs cereals has resulted in several expansions over the years. Kelloggs is now the undisputed leader in the ready-to-eat breakfast cereal market in Australia, with market share including 7 out of the top 10 breakfast cereals in the country (Superbrands, 2001). One of these cereals is Nutri-Grain. Nutri-Grain has grown to become Kelloggs Australias best selling cereal brand, covering 11 per cent of the ready-to-eat category (Superbrands, 2001).

According to the IMC model by Schultz and Kitchen (2004), the most highly integrated marketing communications (stage four) occur when communications are integrated at both the strategic and financial level. Kelloggs is an organisation operating at stage four. A study of the elements that make up Kelloggs marketing communications for Nutri-Grain will demonstrate this. 3.1 The Kelloggs Logo Brand names and images act as a simple perceptual cue for product identification (Achenreiner and John 2003). The Kelloggs logo (Figure 3.1) is simple, yet demands attention. It captures attention with its use of red; the most salient, active and potent colour (Bottomley and Doyle 2006). The logo is a stylised version of the company founders signature, which is likely to encourage a certain level of trust and familiarity in the consumer. The Kelloggs logo is used on all its products and in its communications for instant brand recognition. Figure 3.1: Kelloggs Logo

3.2 The Nutri-Grain Packaging and Positioning Strategy Nutri-Grain is a cereal targeted specifically at teenage boys, primarily with the use of sports themes (B and T, 2003a). A 2007 case study identified that Nutri-Grain is positioned as an energy food for power, strength and performance (Jones et al. 2007). The Nutri-grain package helps create this association using its no-frills, solid, big and bold writing paired with blacks, browns and reds (Figure 3.2). In a cross-national study of colour meanings, browns and blacks were found to have associations with masculinity
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(Madden, Hewett and Roth, 2000). Red has been found to capture attention as the most salient, active and potent colour (Bottomley and Doyle 2006). The Nutri-Grain packaging uses red to draw attention to its three key ingredients of CORN OATS WHEAT and to create associations between the ingredients and being active. Cereal packaging has an important role in integrated marketing communications and knowledge of the consumer informs its design (Hill and Tilley, 2002).

The cereal on the package visually explodes off the packet at you in an effort to represent the cereal itself as energetic. Nutri-Grain taglines include Iron Man food, helps fuel growing boys and on the package is a logo promoting the Iron man series (Figure 3.2). The tagline, You only get out what you put in attempts to create an association between working hard physically to achieve a challenging feat and eating the cereal to provide you with energy to do so.

Figure 3.2 Nutri-grain packaging and Iron-Man series logo

It is important to note that although the Nutri-Grain brand principally makes appeals to teenage boys, it is also targeting parents (specifically mothers) in its advertising. This is significant because although children and teenagers influence the purchase of cereal, it is the parents that most often make the final purchase decision (Hill and Tilley, 2002). Health benefits often form part of Nutri-Grains promotion. The cereals advertising also sends a strong message that part of being a good mother is providing sons with a highenergy breakfast that will help them grow into healthy, strong men. For example, a 2009 Television Commercial (TVC) addresses the mother informing that, Nutri-Grain has what it take to help build your son into an Iron man.

It is also important to consider that younger children may idolise teenagers and aspire to be like them. Social learning theory suggests that much human behaviour is developed through modelling (Bandura, 1977). For example, younger children may see the rewards that come to older children who are successful in sport and try and model their associated behaviours. In 2007, research that used focus groups with Australian children to explore marketing to children, looked at the Nutri-Grain marketing communications. During the
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focus group discussion a male aged in the 5-9 category said, I love Nutri-Grain because um, I get lots of energy and a female in the same age group said of Nutri-Grain, Yeah and makes you grow stronger (Jones et al., 2007). Kelloggs has no doubt considered the impacts its advertising of Nutri-Grain also has on younger children. 3.3 Advertising Kelloggs has a long consistent history of advertising Nutri-Grain as an Iron Man food that is good for muscle development and health. The advertisements usually incorporate sport and competition. A 1984 TVC showed Iron Man, Grant Kenny, running and kayaking. In the next scene he is eating Nutri-Grain and says, tastes great. Another TVC in the same year, also with Grant Kenny, emphasised the five vitamins and iron and protein contained in Nutri-Grain, again branding it as Iron Man food. A 2003 TVC On Your Own aimed at the teen market transported the Iron Man food into a futuristic hybrid football match to presumably attract a greater audience (Figure 3.3). The TVC kept with the tone of voice and brand attributes of Nutri-Grain whilst attracting teens with a futuristic look (B and T, 2005). Recently Iron Man, Ky Hurst, has appeared in a TVC that showed him, amongst other things, lifting weights, doing push-ups, shovelling coal, kayaking, running to the top of a mountain and eating Nutri-Grain. The tagline, You only get out what you put in, is used in this TVC.

Figure 3.3 Nutri-Grain as the Iron Man food for football in the On Your Own TVC

The recent Nutri-Grain 2008-2009 campaign showed how the cereal can make boys into Iron Men and included advertisements run via print, radio and online before the launch of two TVCs. The campaign targeted mothers and focused on the mother-son relationship and the role of the mother in her sons growth and development (B & T, 2008). The TVCs depict boys who eat Nutri-Grain becoming stronger and healthier and growing into Iron Men. The ads are shot from the mothers perspective and emphasise Nutri-Grains nutritional credentials. One TVC begins showing a mother encouraging her young son as he runs to his swimming class, and takes off on his journey to become an Iron Man (Figure 3.4). It finishes with the son, now a man, winning the Nutri-Grain series triathlon and presenting his mum with his medal. Another TVC is in essence the same story, but is set in the outback and shows the committed country mum supporting her sons training.

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Figure 3.4 Nutri-Grain TVC showing the mothers role in the Iron Man journey

In 2008, Kelloggs announced that it would sell the concept of a branded television series about soccer-playing youngsters to Foxtel Pay TV (Lee, 2008). The reality show, Football Superstar, now into its second season, follows the competition of 50 young Australian vying for a contract with Sydney FCs youth team and other prizes, including starring in a Nutri-Grain commercial. Nutri-Grain will be available for contestants to eat during the series, and logos will be visible on training gear and on signage around the events (Sinclair, 2008). The show increases the likelihood that brand equity will be created amongst contestants (and viewers) via positive brand associations and that this, in turn increases the probability of brand choice and thereafter brand loyalty (Pitta and Katsanis, 1995). 3.3.1 Using Themes of Sport, Success and Emotional Appeals in IMC Kelloggs consistent positioning of Nutri-Grain as an energy food for boys who want to grow into successful athletes is problematic in terms of issues surrounding the body image of male adolescents. For example, attributes which males like about their body are the same as those associated with being successful at sport (Ricciardelli, McCabe and Ridge, 2006). An implication of creating strong associations between the Nutri-Grain cereal and success in sport is that boys may perceive Nutri-Grain as essential in their day-to-day diet, to a point beyond dietary recommendations. Advertising depicting the cereal as an important part of a successful and competitive athletes preparations enhance these perceptions (Figure 3.5.) Furthermore, the social rewards associated with being successful at sport have been found to be important to teenage males (White, Duda and Keller 1998). A relationship between popularity and success in sporting activities has been identified in ethnographic exploratory research of pre-teens in the UK (Swain, 2004). Swain argued that the construction and performance of masculinity is linked to the acquisition of status within peer groups. The study found that the most esteemed resource used by boys in this construction was physicality and athleticism. Nutri-Grain is a product that may be perceived as important in achieving success in these areas. This enhances the appeal of the cereal to male pre-teens and teens.

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Figure 3.5 Nutri-Grain print advertisements shown in New Zealand

The recent Nutri-Grain campaigns are also addressed to mothers and explore the motherson relationship. The advertising suggests that a mother providing her son with nutritional energy food is analogous to supporting his dreams of athletic success. These emotional appeals appear to be targeting potential anxieties of parents who desire to give their children the best opportunities they can. In a 2006 exploration of mothers and advertising, it was found that worry and anxiety are now over-emphasised and used as key-selling techniques (Prothero, 2006). The study recognised that one type of fear used in advertisements targeted at mothers is the fear of not fulfilling her role properly. Furthermore, the study identified that this fear often centres on childrens health and future development.

It is arguable that Nutri-Grain is targeting the anxiety that parents have over fulfilling their role, which might include providing their children with everything they need in terms of nutrition, future development, and opportunities to succeed. The decision to target mothers is also significant in light of purchasing behaviour of cereals. In a study on this variable, and the influencing role of the child, it was found mothers high on child-centeredness tended to ignore the childs requests, and purchase the cereal perceived as best for the childs wellbeing (Berey and Pollay 1968), although these factors are likely to align in the case of Nutri-Grain. 3.3.2 Internet and Technology The Nutri-Grain website (http://www.nutrigrain.com.au/) is undoubtedly designed to appeal to teenage boys (Jones et al. 2007). Like the cereals packaging, the website uses browns and blacks to represent masculinity and strength. On the homepage the viewer is greeted with images of Iron Men competing in the Iron Man series (a beach triathlon series) set to epic-style music (Figure 3.6). Prominent links encourage the viewer to access the Iron Man code, to meet the champions and to facts about protein. Even more than the other avenues of brand communication, the Nutri-Grain website taps into
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boys dreams of achievement and glory. It is clear that although mothers are the target of many of the TVCs, teenagers, who are more likely to access the website, are the target on the internet. Indeed, the internet provides another channel for marketers to reach children (including teenagers) and put into use a number of interactive marketing techniques (Story and French 2004).

Figure 3.6 Nutri-Grain website homepage

Viewers who access the Iron Man code (Figure 3.7) are prompted to imagine the roar of the crowd ringing in your ears each morning when you wake up and lists the qualities needed to turn a dream into reality. These prerequisites to becoming an Iron Man include strength, power, stamina and speed, which of are all associated in the target audiences mind with the consumption of energy food like Nutri-Grain. In fact on the website, Nutri-Grain is described as a carboloaded power pack of energy. As part of a balanced diet and regular exercise regime, Nutri-Grain helps fuel your personal best every time. Figure 3.7 A section of the Iron Man code found on the Nutri-Grain website

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The Iron Men and women also act as a form of celebrity endorsement (Figure 3.8). Celebrity endorsement research purports if a person likes a celebrity and/or perceives that celebrity likes a brand or product, then the persons liking of the brand or product itself will increase (Silvera and Austad, 2004). Attitudes towards product or brand are predicted, in part, by attitudes toward the endorser (Silvera and Austad). In the case of the Iron Men and women, it is hope that positive attitudes toward the athletes (e.g. attitudes about their success, performance, physical attributes) will transfer to the brand. Brand associations can be benefits that are functional, experiential and symbolic, as well as attitudes and attributes (Keller, 1993). Non-product attributes, like packaging and advertising, can also create favourable associations through brand personality (Pitta and Katsanis, 1995). Kelloggs integrates these associations across all its marketing communications to enhance brand liking amongst its target markets. Endorsements have also been identified as a risk-relief heuristic where consumers buy brands endorsed by celebrities or experts of the product benefit (Roselius, 1971).

Figure 3.8 Nutri-Grain website links to Iron Men profiles

The Nutri-grain website is almost entirely focused on the Iron Men and the Kelloggs Nutri-Grain Iron Man series. Profiles of the Iron Men and Women are available for viewing and other information about the series is provided via links such as the rounds, round-by-round results, the winners and behind the scenes. These links take you to
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the Iron Man Series website (www.ironmanseries.com.au) where there is further content about the event. One particular section on the Nutri-Grain website, Whats on, invites the viewer to take part in branded Iron Man activities by supporting the competitors at the series. A picture shows Iron Men and Women competing in the activity (Figure 3.9). Encouraging involvement with the brand and asking the target market to invest in branded activities may enhance the connection between consumers and the brand. Indeed, Escalas and Bettman (2005, p.378) found that when brand associations are used to construct the self or communicate the self-concept to others, a connection to the brand is formed. By taking on Iron Mean challenges the consumer may see themselves as healthy, energetic, strong and form other associations that strengthen their connection with the brand.

Figure 3.9 Iron Men and Iron Women competing in Nutri-Grain branded activity

The Nutri-Grain website uses imagery and themes that are clearly designed to appeal to teenage boys (Jones, 2007). However, the fact that many children under 12 aspire to have the same interests as older children means that the content would almost certainly appeal to children under 12 as well (Macmullum, 2009). 3.3.3 Promotion Kelloggs has led the way in using free gifts and premiums in or on its packaging (Superbrands, 2001). Premiums require one or more purchases to receive a prize for free or at a reduced price. A case study on Kelloggs in February/March of 2007 recorded four giveaways of music downloads and an MP3 player, Encarta CD-ROM, an alarm clock or MP3 Mini Speakers (Jones et al., 2007). Purchasing Kelloggs cereals was necessary to enter. The music download giveaway offered 3 free music downloads and a chance to win an MP3 player with any purchase of Kelloggs Nutri-Grain. The MP3 Mini Speakers was also a Nutri-Grain giveaway. These are attractive offers to teenagers and pre-teens, and are likely to encourage repeat purchases amongst the target market in an effort to win the major prize. Another 2007 Nutri-Grain promotion gave consumers a one in three chance to win an X-box (Parents Jury, 2006). In 2009, Kelloggs ran a Nutri-Grain promotion that offered winners the chance to design team jumpers for their local football team. To
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enter consumers were required to purchase Nutri-Grain cereal and enter a code from the pack online (http://www.nutrigrain.com.au/jumpers/). 3.3.4 Sponsorship Kelloggs Nutri-Grain sponsors, and has naming rights for, the Iron Man series (Figure 3.10). Kelloggs is a major sponsor of Surf Life Saving Australia, as well as the Kelloggs National Leadership Camp and surf education programs. Kelloggs Nutri-Grain has also previously sponsored and had naming rights for the AFLs interactive tipping competition, the Dream Team. Kelloggs marketing director, Kevin Brennan, said at the time, Our sponsorship on www.afl.com.au will play an important role in communicating that Kelloggs Nutri-Grain is the now the official breakfast cereal of the AFL, as well as linking the characteristics of an Iron Manpower, speed, skill and staminato the Dream Team competition (B & T, 2004). In 2003 Kelloggs sponsored the NRL to reinforce Nutri-Grains Iron Man food proposition (B & T, 2003b). As discussed previously, Kelloggs makes strong connections to a range of professional sport, such as the creation and sponsorship of the branded televisions series Football Superstar which screens on Pay TV channel Fox8.

Figure 3.10 The 2009 Nutri-Grain Iron Man Series

It is arguable that when a brand becomes associated with an event, some of the associations linked with the event (e.g., competitive, fun, challenging) may become linked in memory with the brand (Keller, 1993). All the sponsorships of Nutri-Grain consistently aim to associate the brand with sports, competition, fitness, health, and the qualities of Iron Men, i.e., strength, power, speed, skill, and stamina. It is therefore significant, and perhaps not surprising, that Nutri-Grain is rated equally with Billabong as the brand most Australians associate with being a sports sponsor, with 30 per cent of Australians recognising the breakfast cereal as a sponsor of sport (Marketing Magazine, 2009). Sponsorships such as the Surf Life Saving Australia, surf life saving education camps, and the branded televisions series, allow Kelloggs to reach a substantial marketplace of teens and pre-teens, and create a lasting brand impression through fun, active and exciting competitions.
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3.4 Kelloggs and Responsible Childrens Marketing In 2009, 16 major food and beverage manufacturers, signed up to a food industry code called the Australian Food and Grocery Councils Responsible Childrens Marketing Initiative (RCMI). Kelloggs is one company to have voluntarily committed to cease advertising unhealthy products to children under 12 years of age (B and T, 2009; see www.afgc.org.au/cmsDocuments/Kellogg%20CAP.pdf). It is clear that Kelloggs wishes to position the brand as a responsible food company, that is playing its role in the international battle against childhood obesity (Lee, 2007). Despite this, Kelloggs continues to receive criticism for their marketing to children and teenagers (Jones et al., 2007). For example, the company receives substantial criticism for its claims on childrens food that make an unhealthy product appear healthier than it is (The Parents Jury, 2009). Kelloggs was in fact voted the winner of the 2009 Shame Award for Smoke and Mirrors by consumer group, The Parents Jury. Particularly emphasised by the group were the TV and radio advertisements that encouraged parents to buy Nutri-Grain for their growing boys which they say is misleading in terms of its nutritional benefits. The issue of nutrition aside, it is arguable that Kelloggs is using themes of sport, competitive spirit and success in its integrated marketing campaigns for Nutri-Grain to appeal to children and teenagers.

It has previously been argued that promotions such as the Heart Foundation Tick are strategic tools used in response to bad press, rather than actual endeavours to inform consumer decisions (Nader, 2007). Kelloggs commitment to the Responsible Marketing to Children Initiative (RCMI) might equally be a strategic method of appearing as responsible marketers, whilst still maintaining their Iron Man brand image. Possibly by also addressing mothers and parents in their recent campaign, they wish to emphasise their role as responsible marketers. Companies with initiatives like the Heart Foundation Tick may be perceived as having nothing to hide and consumers may be reassured in their consumer decisions (Harrison 2007). Kelloggs commitment to the RCMI, their strategy of addressing mothers and their representation of Nutri-Grain as important for the growth and development of boys, might reassure consumers of their Nutri-Grain purchase decision. As with other companies committed to the RCMI, Kelloggs commitment may be seen as a public relations exercise to refute criticisms of their marketing practices. 3.5 Conclusion This case study has shown the high level of integration and strategy that Kelloggs uses to enhance its brand image and voice with its target markets. Kelloggs uses themes of sport and physical performance in their marketing communications to appeal to teenagers and children. Kelloggs has partnered with Surf Life Saving Australia for more than 25 years to run the Iron Man Series. It is with little doubt that this involvement provides reassurance to both parents and children about Nutri-Grain product claims surrounding nutrition, health and performance. Since this association with the Iron Man Series has continued for so many years without refute, parents and children may be all the more reassured that the claims are true. A key benefit to engaging customers over a long period of time through consistent, reinforced brand positioning is that it to incrementally contributes to building strong customer based-equity (Reid, Luxton and Mavondo, 2005). Kelloggs has engaged parents and children over many years using its consistent positioning of the Nutri-Grain brand as energy food for health, growth and successful
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performance. Kelloggs has reached a high level of integration in its communications by consistently seeking reinforcing Nutri-Grain brands image and positioning as an Iron Man food across all its communications; advertising, sponsorship, promotions and the use of interactive technology.

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