Resumen de Challenges and opportunities for dietary campaigns: Managerial perceptions of success factors

T. Bech-Larsen, J. Aschemann-Witzel, Willem J. M. I. Verbeke, Barbara Niedzwiedzka

• The objective of our research was to explore and discuss the challenges and opportunities inherent to the management of public healthy eating campaigns. The discussion is based on a study of campaign managers’ perceptions of nine successfully implemented European healthy eating campaigns. Based on these interviews, we suggest that social marketing compared to commercial food marketing is not necessarily at a disadvantage; rather, social marketers working to promote healthy eating can benefit from the formation of alliances with public and private partners, the empowerment of their targets and of those who influence the targets, the development of credible and emotive messages and relationships with media and public institutions.