Latest research from Kantar Media looks at the impact that
concerns about obesity and health are having on Quick Service
Restaurants' (QSR) advertising strategies in the US. QSRs,
such as: McDonalds, KFC and Subway, have vast advertising budgets,
with television spending alone totaling $1.7 billion in the first
half of 2012. As obesity has become a critical public health
issue, lawmakers are looking to encourage healthier lifestyles, so
QSRs are adjusting their strategies accordingly.
In the first half of 2012 burger product spend plummeted by 44%,
with "lighter" options like sandwiches, salads and chicken stealing
the spotlight. Salad product advertising this year increased by
55%, while sandwich and chicken ads increased by 16% and 8%.
- 55% increase in salad ad spend
- 44% decrease in burger ad spend
- 8% increase in chicken ad spend
- 16% increase in sandwich ad spend
Ad spend on salad products was relatively small in past years,
but has skyrocketed to over $14 million in the first half of 2012.
Burger King led the way with $7.5 million worth of ads for salad
Much of the increase in spending on chicken has come from the
giant hamburger chains, a marked change from 2011. Chicken's new
higher profile could be driven in part by health issues; consumers
often consider chicken to be a healthier alternative to other
Overall the Kantar Media research has found Quick Service
Restaurants are using messages to appeal to consumers on multiple
levels: those who want healthier alternatives, those who are cost
conscious and those who want to indulge.
To read the full report visit the Kantar Media website.