Sunday, 10 December 2023
KaitaiaWhangareiDargavilleAucklandThamesTaurangaHamiltonWhakataneRotoruaTokoroaTe KuitiTaumarunuiTaupoGisborneNew PlymouthNapierHastingsDannevirkeWhanganuiPalmerston NorthLevinParaparaumuMastertonWellingtonMotuekaNelsonBlenheimWestportReeftonKaikouraGreymouthHokitikaChristchurchAshburtonTimaruWanakaOamaruQueenstownDunedinGoreInvercargill
NZ HeraldThe Northern AdvocateThe Northland AgeThe AucklanderWaikato HeraldBay Of Plenty TimesRotorua Daily PostHawke's Bay TodayWhanganui ChronicleThe Stratford PressManawatu GuardianKapiti NewsHorowhenua ChronicleTe Awamutu CourierVivaEat WellOneRoofDRIVEN Car GuideThe CountryPhoto SalesiHeart RadioRestaurant Hub
Voyager 2023 media awards
Subscribe
Advertisement
Advertise with NZME.
Home / New Zealand

Covid 19 coronavirus: Junk food companies accused of 'Covid-washing' during lockdown

Jamie Morton
By
Jamie Morton
8 Mar, 2021 04:00 PM4 mins to read
Saveshare

Share this article

facebookcopy linktwitterlinkedinredditemail
From New Zealand's first Covid-19 case on February 28 2020 to entering another alert level 3 lockdown on February 28 2021 - here's a timeline of the milestones and setbacks we've all endured. Video / NZ Herald

Companies selling snacks and fast food have been accused of "Covid-washing" by pushing their products on the back of New Zealand's national lockdown.

Companies singled out in the University of Auckland study have defended their marketing, which one major brand says has been "taken out of context".

The study, just published in the journal Frontiers in Nutrition, analysed nearly 1400 social media posts by 20 biggest major behind confectionery, snacks, fast food and non-alcoholic beverages over the period nationwide stay-at-home orders were in place.

It found about 27 per cent of the posts related to Covid-19 themes, of which more than a third linked a brand with community spirit.

Advertisement
Advertise with NZME.

Posts picked out in the study included phrases about solidarity like #allinthistogether, "Kia kaha [Stand strong]", from Domino's pizza and McDonald's respectively.

The study also noted how Kit Kat (Nestle) and Whittaker's posts came with "thank you" posts aimed at healthcare workers, produce pickers and street cleaners.

Another 23 per cent of those posts suggested brand-related isolation activities was common, while 22 per cent came with a message that consumption helped people to cope.

A Domino's post told followers: "Not sure who needs to hear this, but you can order Domino's more than once today. It's OK."

Advertisement
Advertise with NZME.
One of Domino's Facebook posts, highlighted in the study. Image / Supplied
One of Domino's Facebook posts, highlighted in the study. Image / Supplied

Six posts were also found to potentially breach one of New Zealand's advertising standards codes by promoting excessive consumption or targeting children.

Fast-food companies were the most likely to reference the pandemic, with the researchers observing a rapid increase in posts just before the end of level 4 restrictions.

The researchers described the posts as "Covid-washing", which was akin to "greenwashing", where companies used environmental concerns as a marketing ploy.

The study's lead author, Dr Sarah Gerritsen, said Covid-washing portrayed a company as empathetic and contributing in a meaningful way to the pandemic response.

Related articles

New Zealand

Police appeal for sightings of missing Auckland man Matthew Johnson

08 Mar 07:54 AM

"When, in reality, it was just another strategy to promote products and choices that are detrimental to health."

Gerritsen and her co-authors argued that the findings cast doubt on whether the companies were showing a "due sense of social responsibility to consumers and to society" and did "not undermine the health and well-being of individuals", as required under the New Zealand Advertising Standards Code.

The researchers noted how marketing of unhealthy food and beverages was widespread across multiple online platforms - Facebook in particular - at a time people were isolating and stressed.

An earlier study led by Gerritsen suggested that people experiencing the most stress during lockdown were the most likely to struggle to eat healthily.

"Being bombarded by advertising online undermines our ability to eat well, and during the pandemic these companies were preying on our anxiety," Gerritsen said.

"The misappropriation of social concern about the pandemic in order to promote unhealthy products and build brand loyalty at a time when many people were experiencing heightened stress is unconscionable and undermined public health."

Advertisement
Advertise with NZME.

Companies approached by the Herald contended they'd acted irresponsibly.

A spokesperson for Domino's said its social media channels reflected "what is happening within our communities at any given time" and the pandemic was no different.

"Our marketing adheres to all guidelines set out by the Advertising Standards Authority and as an additional step Domino's does not market to children," a spokesperson said.

McDonald's argued the study didn't take into account a "macroenvironment" during lockdown and alert level 3 - and that some of its marketing was in response to publicity around the chain re-opening.

"User generated content and news media coverage built up an anticipation for the re-opening of the likes of McDonald's."

A spokesperson for the company contended that the research showed a "fundamental lack of understanding of how brands operate on social media channels", and claimed some of the study's suppositions were misleading.

Advertisement
Advertise with NZME.

"We have attempted to clarify facts, such as organic and paid reach, and the age-gating of all our content to avoid it being seen by children, to these researchers in the past."

Nestle explained that its "thank you" post was a message relating to a donation of 25,000 specially-labelled Kit Kats distributed to healthcare workers, made in addition to $500,000 worth of products to the Salvation Army.

Saveshare

Share this article

facebookcopy linktwitterlinkedinredditemail
Advertisement
Advertise with NZME.

Latest from New Zealand

Premium
New Zealand

East Coast father tried to ‘cover his tracks’ after maiming son in firearm incident

10 Dec 08:04 AM
New Zealand

'This will be unsettling' - Police in standoff with armed person at Christchurch address

10 Dec 07:38 AM
New Zealand

Mfat investigate reports NZ-Israeli citizen has died in Gaza

10 Dec 06:48 AM
New Zealand

Six people injured, one arrested after pedestrians hit by car in East Auckland

10 Dec 06:38 AM

“Never been a better time to buy an EV”

sponsored
Advertisement
Advertise with NZME.

Latest from New Zealand

Premium
East Coast father tried to ‘cover his tracks’ after maiming son in firearm incident

East Coast father tried to ‘cover his tracks’ after maiming son in firearm incident

10 Dec 08:04 AM

Waiting for a rescue chopper to arrive, the man concocted a story to hide his offending.

'This will be unsettling' - Police in standoff with armed person at Christchurch address

'This will be unsettling' - Police in standoff with armed person at Christchurch address

10 Dec 07:38 AM
Mfat investigate reports NZ-Israeli citizen has died in Gaza

Mfat investigate reports NZ-Israeli citizen has died in Gaza

10 Dec 06:48 AM
Six people injured, one arrested after pedestrians hit by car in East Auckland

Six people injured, one arrested after pedestrians hit by car in East Auckland

10 Dec 06:38 AM
9 big questions over an EV road trip
sponsored

9 big questions over an EV road trip

About NZMEHelp & SupportContact UsSubscribe to NZ HeraldHouse Rules
Manage Your Print SubscriptionNZ Herald E-EditionAdvertise with NZMEBook Your AdPrivacy Policy
Terms of UseCompetition Terms & ConditionsSubscriptions Terms & Conditions
© Copyright 2023 NZME Publishing Limited
TOP