The influence of sports events endorsement on children’s perceptions of healthy food products and brands

Field lab in marketing: Children consumer behaviour

This study aims to explore and evaluate the impact of sports marketing on children’s food choices, more specifically, how different sports marketing strategies on healthy cereals targeted to children can have an impact on their attitudes towards the product and the brand, and on the way they perceive the importance of healthy food consumption and physical activity. For that purpose, two different strategies were tested: a customized package of healthy cereals: CornFlakes and a fictitious agreement between a brand and a club to promote the cereals. The study was conducted on 154 children aged between 7 and 16, using structured questionnaires to measure the effect of the strategies. Findings suggest that children already have some knowledge about the importance of healthy food consumption and physical activity. Nevertheless, it does not imply that they make the right choices. Results suggest that the tested marketing strategies can influence children’s attitudes and purchase intentions, meaning that they can be used to promote children’s healthy eating habits.