Advertise food and drink products via Cartoon Network
Provided by Turner Media Innovations
Opportunity for food and drink advertisers to reach kids and their parents, in line with government HFSS regulations.
Tell us about the Opportunity / What is it?
In 2007 OFCOM introduced rules banning the advertising of high in fat, salt and sugar (HFSS) foods on kids channels & around high profile kid's programs to combat childhood obesity.
We've conducted research to prove that, provided the product falls within the regulations, there is a significant opportunity for Food brands to advertise on kids TV channels with strong potential for commercial success, plus we know the regulations inside out - so let us use our knowledge to help guide you to success and unlock the potential of the kids audience for your brand.
What is the Marketing Objective?
Opportunity to educate parents of kids of your food / drink product using a platform trusted by parent to be HFSS compliant. Kids also influence parents buying decisions and are highly receptive to TV advertising.
Cartoon Network is part of Turner Broadcasting and campaigns run on the network can be easily expanded across the channel portfolio. Since Jan 2010, Turner has had the highest share of commercial impacts for kids 4-9 than any other commercial kids broadcaster (Source: BARB).
How does it work?
Cartoon Network is the destination channel for kids who love action and comedy cartoons. It showcases hit programs including the entire Ben 10 franchise, fellow action shows 'Star Wars Clone Wars' and 'Generator Rex', along with hilarious comedy cartoons 'Regular Show' and 'The Amazing World of Gumball'.
Cartoon Network provides HFSS compliant food and drink brands with an excellent opportunity to reach an audience of highly engaged kids aged 6-11 and their parents.
Who's used it in the past?
Yoplait Dairy Crest have previous used Turner Media Innovation channels to advertise Frubes. To make sure we stayed within OFCOM's latest ruling on food advertising, we created an online social-networking-style destination for kids, where they could discover the Frubes, play games and hang out. The site was then promoted via traditional spots, i-TV, web, mobile and comics.
We've also featured campaigns for Innocent drinks, whom utilised our creative team to create ads which subsequently ran across competitior channels, as well as our own.
Features / Benefits
We commissioned an excellent piece of research entitled 'Food is Good'. The findings are fascinating and demonstrate that Turner Media Innovations channels, such as Cartoon Network, are the perfect medium for promoting HFSS compliant food and drink products to a highly receptive audience. Our research found that the HFSS rules work to a brand's advantage in that mums are further reassured that any product which is allowed to advertise on kids' TV must be suitable for them. You can reach mums and kids together on the Cartoon Network channel and website.