Are celebrity endorsements behind America’s Weight Gain?
Marketing campaigns often rely on the celebrity endorsement talents of sports or music celebrities because their enormous popularity will help to sell products. Kids idolize musicians, sports heroes, and movie stars and want to be just like them, and eat what they eat. But is what they are promoting not in the best interest of kids health and well-being?
“Companies are very much aware of the ROI [return on investment] their investment in celebrities provide thus continue paying these fees as they know that attaching a popular celebrity’s name to their product will make it more immune to awareness of its poor nutrient content value,” says marketing expert Huma Gruaz. “‘If Beyoncé is endorsing this product and looks healthy and beautiful, it must be good for you’ is the kind of brain wiring and programming these companies are trying to create – Only a few of us realize that Beyoncé is probably surrounded by chefs and nutritional experts which makes her endorsement of such products an absolute farce. It is disheartening that major celebrities such as Beyoncé do not see the impact they have on the health of millions by endorsing these products that are simply terrible for your health. When you have power and influence you also have a major responsibility towards your fans – or public in general – as anything you endorse will impact the lives of millions,” says Gruaz. It is all about making the right choices.
View the full case study on client retention on the Food and Wine website.