It seems Nutella is on the hook for misleading advertising. The makers of the chocolate hazelnut spread used to claim in their commercials that it's "part of a healthy breakfast". I remember seeing those commercials and finding it funny. Yes, they were "part" of a healthy breakfast, if it was served on whole grain toast with a side of fruit and a glass of milk. They were then the treat part of that healthy breakfast.
This was before I became more anti-processed food, but I was never fooled by that marketing. The first ingredient is sugar. The second is oil. Did people really think the spread was healthy?
Apparently, because they've been successively hit with a massive lawsuit.
Much more clever marketing comes from the major seller of coffee and donuts in Canada. They sponsor kids' sports teams. So, when your kids play sports, they get plastered with Tim Hortons branded attire. Spud has just started Tee-ball, which is sponsored by them.
At the end of his second practice, we got a letter from Tim Hortons. It said how happy Tim Horton's was to support his team. It also invited him to come by a store after any of his practices or games. As long as he wore his uniform, he would be treated to 5 free timbits and a hot chocolate.
When I got home, my husband and I discussed it. "They're doing it so that parents will buy something when they take the kids there," he said.
No, much deeper then that. They create a habit. If you go after every single game, it becomes a routine, which may continue long after your child is on a "timbit" team. They hook kids young and create positive associations with Tim Hortons, tied to some of their favourite activities. In addition to that, it serves as both advertising and a tax write off.
Clever, and they don't even have to claim it's healthy.
Now, don't get me wrong, I'm not saying there's anything wrong with nutella or tim hortons. Nutella doesn't live in my house, but that's mostly because of my own issues and the fact that I'm afraid I'd attack the jar with a spoon. And Tim Hortons? We'll even occasionally take advantage of their offer. But not blindly. And, I won't sue them in 10 years either because I thought it was healthy.