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targeting individual consumer Targeted Food Marketing to Black and segments as an “inconvenience.” The process that KGF used to Hispanic Consumers: The Tobacco select brands for ethnic market- ing is also illuminating, including Playbook its use of data to identify con- sumer segments with already high per-capita consumption of appealed to Black and Hispanic See also Nguyen et al., p. 329. the product and market research consumers, including sugar- perpetuating negative stereo- sweetened beverages (Kool-Aid Many US food companies However, this onslaught of un- types. For example, General and Tang) and dry package din- have identified Black and His- healthy food marketing repre- Foods proposed targeting Tang ners (e.g., macaroni and cheese), panic consumers as a significant sents an overwhelming obstacle and created a “fully integrated” to Hispanic households because business growth opportunity.1 to successful public health ef- ethnic marketing program around of their disproportionate con- In 2017, these companies spent forts to address the epidemic of these brands. sumption, poor education, re- more than $1 billion to advertise diet-related disease, including Industry documents describ- sponsiveness to product displays, on Spanish language–targeted obesity, diabetes, and heart dis- “ ing corporate marketing strate- and less concern about salt, and Black-targeted television, ease, disproportionately affecting sugarorcalorielevels.” 2 gies are proprietary and rarely more than 80% promoting fast communities of color. available for public scrutiny. The analysis also describes the food, sugar-sweetened bever- As Nguyen et al. (p. 329) Therefore, this analysis provides a full range of techniques incor- clearly show in this issue of ’ ages, candy, and unhealthy snack rare and enlightening depiction porated into KGF s integrated AJPH, targeting food marketing brands. Black children and ado- of the purpose for KGF’s ethnic ethnic marketing program. Eth- lescents saw approximately twice to racial/ethnic minority con- nic marketing consisted of ad- sumers represents a deliberate marketing strategy. The docu- as many television food adver- ments describe marketing pro- vertising in Hispanic and Black tisements compared with their strategy designed to foster good- media, with public pledges to will in their communities. This motions designed to increase White peers, and these disparities fi support ethnic-targeted me- strategy borrows heavily from the pro tability through increased have increased. Unhealthy food dia (traditionally less attractive tobacco marketing playbook and brand visibility and sales from marketing and access to un- to advertisers). Ethnic event raises ethical and public health Black and Hispanic consumers, as healthy food are also greater in marketing sponsorships incor- concerns. well as reduced costs through low-income communities of synergies between the company’s porated partnerships with target 2,3 color. Furthermore, these operating units (food, beer, and organizations, on-site merchan- same unhealthy food brands tobacco) engaged in ethnic dising, media support, comar- often target advertising and marketing. keting in retail locations, and “ ” sponsorships to multicultural THE TOBACCO The documents also describe public relations. Nguyen et al. youths through celebrity en- PLAYBOOK the importance of ethnic mar- document more than 200 KGF- dorsements, music and sporting By analyzing industry docu- keting to create a positive cor- sponsored ethnic events from 1989 event sponsorships, scholarships, ments publicly available through porate image (i.e., “goodwill”) to 1999, including community- and other corporate social re- the University of California San within Black and Hispanic com- based cultural events, sporting 1,4 sponsibility initiatives. Francisco Truth Tobacco Indus- munities. Notably, this recogni- events, and conferences. Events Targeted marketing is not try Documents Library, Nguyen tion of benefits from ethnic also included partnerships with 3,5 problematic on its own. Mar- et al. raised the curtain on the marketing was not evident before Black and Hispanic leadership keting to racial/ethnic minority motivations and methods for the Philip Morris Corporation organizations, including the Na- consumers recognizes the impor- targeted food marketing strate- merger, with General Foods tional Association for the Ad- tance of populations previously gies. They describe how Philip describing its purchase of ethnic vancement of Colored People, excluded by most traditional Morris Corporation transferred media as “affirmative action” and National Council of La Raza, and marketers. By signaling that a its expertise in “ethnic” mar- brand values Black and Hispanic keting of cigarettes (aimed at ABOUT THE AUTHOR consumers and that its prod- Black and Hispanic consumers) Jennifer L. Harris is with the Rudd Center for Food Policy & Obesity, University of ucts are for “someone like me,” to create a fully integrated ethnic Connecticut, Hartford, and an independent consultant specializing in marketing and public health. targeted marketing is highly marketing program at Kraft Correspondence should be sent to Jennifer L. Harris, PhD, MBA, UConn Rudd Center for effective. This marketing also General Foods (KGF), following Food Policy & Obesity, One Constitution Plaza, Suite 600, Hartford, CT 06103 (e-mail: often provides much-needed acquisition of the two compa- [email protected]). Reprints can be ordered at http://www.ajph.org by clicking the “ ” fi Reprints link. resources to local communities nies. KGF identi ed a subset of This editorial was accepted December 9, 2019. and targeted media properties. products that disproportionately doi: 10.2105/AJPH.2019.305518

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League of United Latin American and cultural events) almost ex- certain populations will eat, which communities for products that Citizens. clusively promote brands that leads to a vicious cycle of mar- contribute to long-term negative otherwise may not be welcomed, keting that exacerbates health effects on their health.6 including tobacco 40 years ago disparities. and sugar-sweetened beverages In summary, Nguyen et al. Jennifer L. Harris, PhD, MBA IMPLICATIONS FOR and fast food today.2,3 describe how food companies PUBLIC HEALTH The resources that tobacco, have borrowed from the tobacco CONFLICTS OF INTEREST The ethnic marketing strate- and now food, companies invest playbook to develop integrated The author has no conflicts of interest to gies described by Nguyen et al. in Black and Hispanic commu- ethnic marketing programs tar- disclose. refer to just one food company nities and leadership organiza- geted to Black and Hispanic REFERENCES and describe marketing that oc- tions also represent a strategy to consumers. Public health advo- 1. Harris JL, Frazier W, Kumanyika S, Ramirez AG. Increasing disparities in curred from 1984 to 2004. How- enlist these organizations to op- cates can also borrow from suc- unhealthy food advertising targeted to ever, major food companies, pose public health initiatives cessful anti-tobacco public health Hispanic and Black youth. January 2019. including PepsiCo, Mars, and intended to address the issues that initiatives to address unhealthy Available at: http://uconnruddcenter.org/ files/Pdfs/TargetedMarketingReport2019. Domino’s Pizza, continue to use their products have created. As food marketing targeted to pdf. Accessed November 30, 2019. 3–6 these same strategies to target Nguyen et al. note, tobacco com- communities of color. First, 2. Grier SA, Kumanyika S. Targeted Black and Hispanic consumers.2 panies used corporate social re- they must recognize that food marketing and public health. Annu Rev – Targeted food marketing con- sponsibility to enlist minority companies cannot voluntarily Public Health. 2010;31:349 369. tinues to create goodwill in these allies to fight tobacco regulations, reduce marketing of highly prof- 3. Grier SA, Lassiter VC. Understanding community perspectives: a step towards communities, while almost exclu- whereas today beverage compa- itable but unhealthy products achieving food marketing equity. In: sively promoting harmful products nies fund minority organizations because of their obligations to Williams JD, Pasch KE, Collin CA, eds. detrimental to the health of the who have coordinated with the shareholders; public policies such Advances in Communication Research to Reduce Childhood Obesity. New York, NY: community members they claim American Beverage Association as sugar-sweetened beverage Springer; 2013:343–366. 3–5 fi to support. to ght soda taxes. taxes and community-level reg- 4. Harris JL, Frazier W III, Fleming-Milici As public health advocates Finally, corporate profit mo- ulation of unhealthy food mar- F, et al. A qualitative assessment of US engage with food companies to tives determine the brands that keting are necessary. Advocates Black and Latino adolescents’ attitudes about targeted marketing of unhealthy address childhood obesity, food companies choose to target to also should focus on unhealthy food and beverages. J Child Media. 2019; insecurity, and other public Black and Hispanic consumers. food marketing as a social justice 13(3):295–316. health challenges, they should Where public health experts see issue and support grassroots ac- 5. Isselmann DiSantis K, Kumanyika S, keep in mind some key learnings populations with overconsump- tion in communities that expe- Carter-Edwards L, Rohm Young D, Grier SA, Lassiter V. Sensitizing Black from this analysis of industry tion of sugar, fat, sodium, and rience its most negative effects. adult and youth consumers to targeted documents. First, corporate social calories, food companies see a Publication of industry docu- food marketing tactics in their environ- responsibility initiatives by food targeting opportunity for sugar- ments, such as those analyzed in ments. Int J Environ Res Public Health. 2017;14(11):pii: E1316. companies represent an attempt sweetened beverages, chips, and Nguyen et al., will help increase 6. Palmedo PC, Dorfman L, Garza S, to purchase goodwill for their fast-food brands. Where public understanding of questionable Murphy E, Freudenberg N. Counter- brands; brands whose consump- health sees a need to increase industry motives. Information marketing alcohol and unhealthy food: tion would actually benefit the plain water and healthy food from the successful “truth” anti- an effective strategy for preventing non- communicable diseases? Lessons from community do not need to consumption, food companies tobacco campaign strategy could tobacco. Annu Rev Public Health. 2017; purchase this support. Rather, see a poor return on investment be used to support counter- 38:119–144. sponsored initiatives in under- in marketing these healthier prod- marketing campaigns to high- resourced communities (includ- ucts. Targeted marketing thus light the injustice of targeted ing playgrounds, scholarships, perpetuates stereotypes about what marketing to Black and Hispanic

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