International Journal of Advertising

New Perspectives on Advertising and Promotion in Food and Beverage Marketing

Food and beverage advertising has long emphasized nourishment, affordability, and convenience. Yet this perspective no longer captures contemporary consumption trends or the complex role of advertising. Many consumers adopt dietary regimes—even without medical necessity—as expressions of identity and self-esteem (Nosi et al., 2020). Advertising reflects this shift by positioning consumption of “healthier” options such as gluten-free snacks, keto-friendly products, vegan substitutes, or diet beverages as lifestyle choices tied to self-image. Campaigns for plant-based milk, for example, highlight wellness and modernity, appealing to aspirational goals beyond nutrition. Beyond individual identity, advertising also conveys cultural and social values: halal- and kosher-certified products underscore cultural continuity, while fine wines, gourmet chocolates, and craft spirits are framed as markers of refinement and status (Hu et al., 2023). Increasingly, campaigns link food to place-based identity, such as agritourism promotions that emphasize heritage, authenticity, and local cuisine (Kim et al., 2019).

Shifting consumer priorities—driven by health, sustainability, and ethics—are reshaping advertising strategies. Nutrition-conscious messages highlight claims such as sugar-free, zero calories, or high protein. Simultaneously, there has been an increase in lawsuits being filed against food companies over health claims and regulatory scrutiny has increased.  In this environment, more research on consumer response to health claims and the regulation of such claims is needed. In addition, updated research on the long line of work of health information on nutritional labeling is needed. (see Hieke & Taylor 2012; Vartika et al., 2024).

Indeed, research suggests that promoting healthier choices remains challenging: studies on default nudges in snack consumption show that while unhealthy defaults strongly influence decisions, healthy defaults often fail to shift behavior (Franken et al., 2025; Seo & Yoon, 2022). Sustainability-oriented campaigns highlight packaging innovations such as reusable, recyclable, or biodegradable materials, while brands increasingly emphasize organic, natural, and farm-to-table authenticity (Ko & Phua, 2024). Initiatives addressing food waste, such as “ugly produce” subscription boxes, are also gaining traction (Kim et al., 2024; Lee et al., 2023;). At the same time, brands showcase investments in robotic greenhouses and AI-controlled agriculture to signal innovation and environmental responsibility. Against this backdrop, ethical consumption is now seen through a critical lens (Reich et al., 2025; Zollo, 2021). Consumers scrutinize health and sustainability claims while questioning whether advertising fosters transparency or risks “greenwashing” and “health-washing,” raising concerns about how persuasion and responsibility should be balanced (Polonsky et al., 2025).

Parallel to these developments, advertising touchpoints are undergoing profound transformation. Traditional media are ceding ground to digital ecosystems that enable hyper-personalized, interactive campaigns (Faraoni et al., 2019; Rialti et al., 2022). Food and beverage advertisers now engage audiences through TikTok and Instagram reels, AI-generated recipe content, AR/VR tastings, and phygital in-store experiences (Kim et al., 2019; Rialti et al., 2024). Influencer marketing has become central, from Mukbang videos that offer vicarious eating satisfaction to celebrity chefs who shape trust and credibility (Han, Yoo, & Sung, 2025; Kircaburun et al., 2021). Campaigns increasingly feature AI–human collaboration (Ryoo et al., 2025), blending algorithmic efficiency with cultural sensitivity, while sensory strategies such as ASMR eating sounds and sizzling visuals immerse consumers in food experiences (Broadbridge, Mangio, & Domenico, 2023; De Kerpel, Kerckhove, & Tessitore, 2024; Khan, Turner, & Butt, 2025).

Beyond soundscapes and playfulness, visual symbols and anthropomorphic cues also shape perceptions (Kim et al., 2024); for instance, smiley faces in restaurant logos can trigger fast-food associations and reduce perceived healthfulness (Abell, Smith, & Biswas, 2024). More broadly, fun and playfulness remain central to engagement, with recent research conceptualizing “fun advertising” as predictable, creative, or wild, blending reality and fantasy in ways that resonate with consumers (Milfeld & Pittman, 2025; Seo, Kim, & Moon, 2025).

In this fragmented and ethically sensitive environment, one-size-fits-all campaigns are no longer sufficient. This special issue invites contributions that examine the evolving role of advertising, promotion, and communication in food and beverage marketing. We especially welcome work that addresses underexplored cultural and societal perspectives (Ranfagni et al., 2021), as well as the role of advertising in stimulating pro-social behaviors such as reducing food waste, encouraging plant-based diets, and supporting sustainable agriculture.

Possible topics include, but are not limited to:

• Sustainability and pro-social appeals in food advertising (e.g., eco-friendly packaging, plant-based diets, food waste reduction)
• AI and digitalization in food advertising (e.g., personalization, predictive analytics for targeting, generative AI in creative production, AI–human collaboration)
• Virtual influencers and AI-driven brand ambassadors
• Algorithmic bias, fairness, and inclusivity in AI-powered targeting
• Data privacy, trust, and consumer acceptance of AI-driven food advertising
• Influencer and social media advertising (e.g., Mukbang, celebrity chefs, and co-creation, live-stream commerce)
• Immersive and experiential food advertising (e.g., AR/VR tasting, hybrid in-store activations, branded pop-ups)
• Sensory and symbolic persuasion (e.g., ASMR, soundscapes, anthropomorphism, emojis, playful cues)
• Consumer behavior and psychology in food advertising
• Consumer identity, culture, and lifestyle in food advertising (e.g., dietary regimes, cultural and religious values)
• Aspirational and status signaling in food advertising (e.g., luxury foods, fine wines, gourmet products)
• Consumer response to nutritional labeling (e.g., interpretation of health claims, wellness framing, and persuasive effects).
• Ethics, responsibility, and transparency in food advertising (e.g., trust, greenwashing, health-washing, targeting vulnerable consumers)
• Regulatory issues in food advertising (e.g., advertising to children, health and sustainability claims)
• Advertising strategy and effectiveness
• Cross-cultural and global perspectives in food advertising

We invite researchers to submit papers that engage with these themes, offering new insights into the evolving role of advertising, promotion, and communication in food and beverage marketing. By advancing our understanding of how advertising shapes consumer identity, health and sustainability choices, cultural values, and pro-social behaviors—while also embracing digital innovation and ethical responsibility—this special issue seeks to chart new directions for research at the intersection of food, advertising, and society.