Kebabs are making headlines, but not for the reasons you might think. With new regulations around less-healthy food advertising in the UK, it’s time for advertisers to rethink their approach.
Let’s look at a recent campaign by John Fisher, known as Big John. He showcased German Doner Kebab in a campaign that seemed perfect for marketing indulgent foods. But, surprisingly, the campaign was ruled compliant with the new rules because the items advertised weren’t actually high in fat, sugar, or salt. This highlights an important point: brands need to be proactive about compliance well before launching their ads.
In another instance, On the Beach featured a doughnut in a blink-and-you-miss-it moment. The ad was brief and unbranded, which the Advertising Standards Authority (ASA) didn’t mind. Context matters; if a product isn’t the star of the show, it may pass scrutiny.
However, traditional indulgent products like Haribo didn’t fare as well. Iceland’s ads showcasing these sugary treats faced rulings that upheld the restrictions. Similarly, Lidl was criticized for focusing too heavily on their baked goods in a way that blurred regulatory lines.
So, what do these rulings really mean for the food advertising industry? Are they a hindrance or a chance for creativity?
A recent study from the System1 Group shows that campaigns focusing on storytelling recall 39% more than straightforward product-driven ads. Take Cadbury’s iconic Gorilla ad, which didn’t even show chocolate but still resonated with audiences. This shift away from typical product shots challenges brands to offer more engaging content.
Creativity is becoming vital. With creators leading the way, they can turn brands into experiences people genuinely enjoy. For example, a partnership between Lipton and a streetwear label, Cruel Pancake, focused on culture instead of the product itself.
As the industry faces these new LHF rules, it could be on the brink of transformation. Instead of relying on simple product showcases, brands may elevate their advertising from fast food to gourmet experiences.
For more insights, check out additional discussions on The Drum.
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