Written by: Vickie Sullivan | August 01, 2024

The Art of Marketing Misinformation

iStock.com/Seiya Tabuchi

Misinformation is everywhere, and sadly many people believe it. That’s because companies, people, and organizations use tactics that make bad ideas look good. They expertly spin bad issues, compelling folks to jump on their deceitful marketing bandwagon.

The Washington Post recently published an article about food companies taking advantage of food influencers’ call to ditch diets and join their “health at any size” movement. As companies did so, they pushed their ultra-processed foods.

“One company in particular, General Mills, maker of Cocoa Puffs and Lucky Charms cereals, has launched a multipronged campaign that capitalizes on the teachings of the anti-diet movement,” the article says. “It has showered giveaways on registered dietitians who promote its cereals online with the hashtag #DerailTheShame and sponsored influencers who promote its sugary snacks.”

Why Misinformation Marketing Campaigns Work

Let’s drill down and explore how they pulled this off:

• Food companies like General Mills provide an escape route from shame and judgment. These messages resonate with folks struggling with weight issues. It is the antidote for discouragement; it gives permission to do what people want to do anyway. Messages that lead with empathy get adopted fast.

• The strategy redefines the villain. This campaign shifts the focus away from eating unhealthy foods to diets in general. By labeling nutritional advice as “food shaming,” the anti-diet movement provides emotional pushback. This tactic (labeling to silent dissenters) is on the rise. Watch for this on social media and in sales conversations.

Campaigns like these are effective both in the B2C and B2B space. When responding to these kinds of efforts, be aware of the emotional connections. This requires a nuanced and strategic approach.

Listen: How to Respond to Emotional Pushback

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Filed Under: Marketing

Tagged With: marketing strategy