Tag Archives: nutrition

Permalink to Product Copy Watch: 3 Ways Nutella Restructured Their Ad Copy After Legal Action

Product Copy Watch: 3 Ways Nutella Restructured Their Ad Copy After Legal Action

by Angie Sanders|on August 27, 2012 |in Content marketing, Just good business |tagged , , , , |6 Comments

Nutella is no longer on my shopping list.

Why?

Not because I ever thought it was nutritious and was swayed by recent legal action, but because it’s addictive. At least to me it is. Give me a box of graham crackers and some hazelnut spread and this girl is set. And I’m still thinking about the Nutella cookie recipe I tried. Talk about decadence. Man! (Now why did I have to see the photo of these cookies? I might have to make a grocery store run.)

You might remember my June blog post about the California mom who sued Ferrero—the makers of Nutella—over false advertising claims that the spread is “nutritious” and constitutes a “healthy breakfast.” After the company settled this suit, I noticed a Nutella ad on the back cover of the September 2012 issue of Parenting magazine.

I compared this ad to the past television commercial and noticed three changes in the way the advertising copy promotes the product:

Less emphasis on the nutritional value of Nutella—The television commercial says that Nutella is made with “simple quality ingredients,” which to the untrained ear suggests that Nutella is somehow nutritious. The print ad plainly states that, “Each jar contains hazelnuts, skim milk and a hint of cocoa,” making no claims about the nutritional value.

Use of the word “balanced”— The phrase, “…turn a balanced breakfast into a tasty one, too” suggests that Nutella customers use the product to enhance an already nutritious breakfast.

Focus on making a good breakfast even better— The commercial emphasizes using Nutella to get kids to eat breakfast—because a slathering of something sweet definitely helps the cause. The Parenting magazine ad makes this case even clearer.

Share with us: Examine the ads for the products you consume. Do you notice any words or phrases that have you asking, “What exactly do they mean by that?” Do they make any claims that upon second glance seem far-reaching?

Permalink to Ban McDonald’s at 2012 London Olympics or Make Smart Choices?

Ban McDonald’s at 2012 London Olympics or Make Smart Choices?

by Angie Sanders|on July 25, 2012 |in What's on TV |tagged , , |1 Comment

The sole choice for food all day every day at the 2012 London Olympics is McDonald’s. Or is it?

CNN OutFront host Erin Burnett {@ErinBurnett} reported that McDonald’s is building its largest restaurant in the world in Olympic Park and that it will be the only branded food available in the park during the games. Burnett pointed out the irony of the situation, and McDonald’s responded that they were “surprised and disappointed by her comments.”

The chain referred to the “choice and variety on our menu, with items like grilled chicken, yogurt, oatmeal, fruit salad, smoothies and wraps. And of course, we’re proud of our iconic burgers.”

The perceived lack of options this situation presents struck a chord with Burnett. On July 6, she provided viewers with a sample menu—food items and calories—Olympic attendees may consume on a typical day:

BREAKFAST
Oatmeal 290
Iced coffee 140
Orange juice 280
Meal calorie total: 710

LUNCH
Salad 110
Chicken wrap 250
Smoothie 220
Meal calorie total: 580

DINNER
Big Mac 550
Fries 380
Coke 210
Milkshake 510
Meal calorie total: 1,710

Burnett pointed out that this menu yields 3,000 calories—76% more than the USDA requires per day for women. These 3,000 calories include 79 teaspoons of sugar, six tablespoons of shortening, and 10.4 packets of salt. Because of stats like these, and McDonald’s overall reputation for not being the healthiest of fast food choices, Jenny Jones, a London Assembly Member, appeared on the show via phone to publicly call for a ban on McDonald’s at this year’s games.

While I’m not a huge McDonald’s fan myself, I agree with Reason Magazine Editor Katherine Mangu-Ward who also appeared to debate Jones on the restaurant ban. As an Olympic attendee or reporter, having only one branded restaurant available does indeed suck. However, you still have choices, starting with the McDonald’s menu.

Let’s take a look at Burnett’s proposed meal plan. If I were making health-conscious decisions, I’d start with what I drink. I’d avoid the coffee and orange juice for breakfast (saving 420 calories), the smoothie at lunch (saving 220 calories) and the Coke and milkshake at dinner (saving 720 calories) and drink water instead. With the spare 1,360 calories, I’d probably add some foods like an egg mcmuffin (300 calories) at breakfast and an apple pie (250 calories) at lunch. Granted I upped my fat content with those additional items. But if I was worried about that, then I’d skip the fries at dinner.

Most importantly, who’s going to eat Burnett’s proposed menu—or mine—each day during their stay? Perhaps I’d splurge one or two days on the Big Mac meal. The rest of the days I’d make healthier choices.

But knowing me, I’d make a grocery store run when I get to town to stock up on food that can survive in my purse or a lunch bag all day in Olympic Park.

What do you think? Is a ban on McDonald’s at the 2012 Olympics warranted?

Permalink to Product Copy Watch: The Mom in the Nutella Commercial Says What?

Product Copy Watch: The Mom in the Nutella Commercial Says What?

by Angie Sanders|on June 25, 2012 |in Content marketing |tagged , , , |1 Comment

California mom Athena Hohenberg identified with the down-to-earth mom in the Nutella commercial. She convinced Hohenberg that the spread was “nutritious” and constituted a “healthy breakfast.” However, Hohenberg’s home-girl broke the news to her that feeding the child Nutella for breakfast was no better than handing her a Snickers.

Feeling duped, Hohenberg filed a class action suit against Ferrero, makers of the brand. She, along with another mother, won their cases. Ferrero settled, setting up a $3 million settlement fund that will award customers up to $4 a jar in damages.

I’d passed by the red and white labeled jar numerous times before finally trying the product. But once I did, I was hooked. And I realized that this little jar of decadence was nowhere near healthy.

In comparing Nutella’s nutritional information to that of a jar of Skippy® peanut butter, Nutella has less protein and fiber than peanut butter and no Vitamin E—three of the attributes that warrant peanut butter its nutritious stamp of approval. Plus, Nutella has 21 grams of sugar in a two-tablespoon serving, compared to Skippy’s three grams in the same quantity.

The company has tried to position the product as a peanut butter alternative. This probably has less to do with Nutella’s nutritional value and more to do with the rising costs of peanuts and peanut butter.

Laurent Belsie, business editor at The Christian Science Monitor, included a transcript of a Nutella commercial (from court documents) in his article:

As a mom, I’m a great believer in Nutella, a delicious hazelnut spread that I use to get my kids to eat healthy foods. I spread a little on all kinds of healthy things, like multigrain toast. Every jar has wholesome, quality ingredients, like hazelnuts, skim milk, and a hint of delicious cocoa. And Nutella has no artificial colors or preservatives. It’s quick, it’s easy, and at breakfast I can use all the help I can get.

Did you catch that? She didn’t say, “I feed my kids Nutella because it’s healthy and nutritious,” or “I feed my kids Nutella because it’s even more tasty and nutritious than peanut butter.” She said she slathers a bit of the good stuff on the healthy stuff to get her kids to eat right. The same way I shroud rice cereal in fruit puree to get Nailah to eat breakfast.

I couldn’t find the video for this ad online. However, I did find video for the Nutella ad I see frequently. The transcript is below:

Breakfast? In this house? In the morning, I can use all the help I can get. That’s why I love Nutella, a delicious hazelnut spread that’s perfect on multi-grain toast and even whole wheat waffles. It’s a quick and easy way to give my family a breakfast they’ll want to eat. And Nutella is made with simple quality ingredients like hazelnuts, skim milk and a hint of cocoa. They love the taste and I feel good that they’re ready to tackle the day. Nutella. Breakfast never tasted this good.

The first ad makes it clear that the mother uses Nutella to get her kids to eat healthy foods. This point is only implied in the second ad, but phrases like “simple quality ingredients” and “they’re ready to tackle the day” weaken the implied message.

What do you think? Can you see how Hohenberg was led to believe that Nutella was a healthy breakfast alternative for her daughter?

Product Copy Watch examines phrasing used in product commercials, labels and print/web advertisements and the impact these words have on buyers.