[Marketing Week] Bob Koigi: HFSS reshapes food ads

The research highlights a widening gap between campaigns designed to drive immediate purchases and those focused on building lasting brand equity

Advertising restrictions on high fat, salt and sugar (HFSS) products are reshaping food marketing, pushing brands away from hard-selling tactics and towards emotionally driven, long-term brand building.

Analysis by creative effectiveness platform System1 found that the regulations, introduced in January 2026, have reduced the short-term sales potential of advertising across affected food categories by an average of 8.3%. However, long-term brand-building effectiveness has remained broadly stable, suggesting many brands have adapted successfully.

The research highlights a widening gap between campaigns designed to drive immediate purchases and those focused on building lasting brand equity. Restrictions on product imagery, price promotions and direct calls to action have weakened short-term sales performance, with confectionery, convenience and bakery brands among the most affected.

Rather than diminishing advertising effectiveness, the rules appear to be accelerating a shift towards more distinctive creative. Brands performing best are relying on storytelling, humour, recurring characters and established brand assets to build emotional connections and remain memorable.

Campaigns such as Tesco's The Fruit Giant, Uber Eats' partnership with Gordon Ramsay and Warburtons' long-running brand platform illustrate how entertainment and consistency can offset the loss of traditional promotional tactics.

The findings reinforce a broader industry lesson: as regulation tightens, creative distinctiveness, not promotional intensity, is becoming the key driver of both brand resilience and sustained commercial performance.

Campaigns of the week

The fourth episode of Praise the Bar focuses on Seville, Spain, exploring the role bars play in preserving local traditions, bringing communities together and supporting the next generation of hospitality professionals.

Bandits & Friends has developed Liberty Biberty, a brand character for Liberty Mutual Insurance, expanding the insurer's long-running character-led advertising strategy.

Dentsu Creative Italy has developed the launch campaign for the Automobili Lamborghini Urus SE Performante, the latest addition to the Urus range.

Agencies and accounts

WPP Media's EssenceMediacom has retained Uber's media account across Asia-Pacific following a competitive regional review, extending a partnership that has been in place since 2017.

Walt & Company has been appointed public relations agency of record for Sabre, expanding the agency's portfolio of enterprise technology.

Massmart has partnered with Criteo to expand its retail media offering across its digital properties in South Africa, introducing advertising formats designed to help brands and marketplace sellers reach consumers throughout the online purchasing journey.

Partnerships and acquistions

Havas has acquired Dutch sports marketing agency SportVibes, expanding the capabilities of Havas Play in the Benelux region.

The Kraft Heinz Company and The Walt Disney Company have entered into a multi-year strategic alliance that will span foodservice, media, events and consumer experiences.

Volleyball World has appointed Dentsu Inc. as its Commercial Growth Partner for the Volleyball Nations League (VNL) Japan Round.

Other major news of the week

Entrepreneurs Michel van Velde and Floris Derksen have launched I.C.Y. group, an independent agency group comprising Ablestar, Craftmore and GrowMads.

Omnicom's Board of Directors has declared a quarterly dividend of 80 cents per outstanding share of the company's common stock.

The Coca-Cola Company has launched a global visual identity system designed to create a more consistent brand experience across its operations in more than 200 markets.

Stagwell has introduced Stagwell Curate, a centralized deal marketplace and inventory curation platform designed to give advertisers access to pre-vetted digital advertising inventory.

Bob Koigi is the editor-in-chief of Marketing Report.One

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