Parents make food-buying decisions for their kids based more on what they've read than what they have seen advertised.
This finding was made in a survey carried out by Storm Communications for client Sun Valley Foods. When asked 'how do you select the food you buy for your children?', 62 per cent of respondents said they 'sometimes or usually' buy food they've read about. Only 56 per cent said the same about food they had seen advertised.
Regional differences meant that in some areas nearly three-quarters said they were influenced by editorial. But in Yorkshire and the north-east the trend was reversed with only 48 per cent saying their buying habits were based on editorial.
More than 500 people were interviewed for the survey, conducted by The Survey Shop. It also quizzed them on their feelings about advertising aimed at children.
Sun Valley has pledged to spend money on high-quality ingredients for its range of children's meals, and not on expensive TV ads. Storm MD Derek Lowe said it was not an idea dreamt up by the PR team. 'The idea they pretty much came up with themselves - but we're PRing it,' he said.