Impact of Animal Characters at a Zoo Concession Stand on Healthy Food Sales.
JOURNAL OF NUTRITION EDUCATION AND BEHAVIOR 2020;
52:80-86. [PMID:
31668735 PMCID:
PMC7348483 DOI:
10.1016/j.jneb.2019.09.013]
[Citation(s) in RCA: 1] [Impact Index Per Article: 0.3] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Subscribe] [Scholar Register] [Received: 03/15/2019] [Revised: 09/09/2019] [Accepted: 09/15/2019] [Indexed: 06/10/2023]
Abstract
OBJECTIVE
The primary objectives of the study were to examine: 1) how increased availability of healthier items at a zoo concession stand affects sales and 2) how animal character marketing on zoo menu boards affects sales revenue.
METHODS
An intervention was conducted over an 8-week period. On alternating weeks, zoo animal characters were systematically paired with and removed from healthy food items on a zoo concession menu board. Sales and revenue data were analyzed using frequencies, a Poisson regression model, and a negative binomial regression model, respectively.
RESULTS
Newly introduced healthy items represented 8.2% of sales and 4.9% of revenue. Healthy item unit sales were significantly higher (P = .006) during the weeks animal cartoon characters were displayed, although there was no impact on revenue.
CONCLUSIONS AND IMPLICATIONS
Findings suggest nonbranded character marketing is a viable strategy for promoting healthy products in family-friendly venues where concessions are sold.
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