HEALTHY FOOD MARKETING COMUNICARE CON IL CIBO

We have a responsibility to act now to minimize our impact on this planet-for our children and future generations who will in-herit what we leave behind." (Paul McCartney) In my paper, I decided to analyze and explain what we talk about, through what means, and how Food Marketing strategies are developed to transform Healthy Food Marketing. What is food marketing? It is a set of actions, consistent with each other, that can be done to enable a product, Brand or idea to stand out by getting in touch with the consumer experience. If Marketing strategies lead consumers to buy junk food and foods that are harmful from a health and environmental point of view, can they also lead them to change, bringing them closer to a more conscious food choice such as the Plant-Based diet? Can "Healthy Food Marketing" strategies play a central role in this communication? In my thesis, I tried to find an answer by investigating and reasoning about the topic.

“We have a responsibility to act now to minimise our impact on this planet – for our children and future generations who will in-herit what we leave behind.” (Paul McCartney) Nel mio lavoro ho deciso di analizzare e spiegare di cosa si parla, attraverso quali mezzi e come si sviluppano le strategie di Food Marketing, fino a trasformarsi in Healthy Food Marketing. Cos’è il food marketing? È un insieme di azioni, coerenti tra loro, che possono essere fatte per permettere ad un prodotto, un Brand o un’idea di emergere, entrando in contatto con l’experience dei consumatori. Se le strategie di Marketing inducono il consumatore a comprare junk food e cibi dannosi dal punto di vista salutare e ambientale, lo possono portare anche a modificarlo, avvicinandolo ad una scelta alimentare più consapevole come la dieta Plant-Based? Possono le strategie di “Healthy Food Marketing” avere un ruolo centrale in questa comunicazione? Nella mia tesi ho cercato di trovare una risposta indagando e ragionando sull’argomento.