ORIGINAL RESEARCH article
Front. Nutr.
Sec. Nutritional Epidemiology
Volume 12 - 2025 | doi: 10.3389/fnut.2025.1620348
Food digital marketing on social media: trends and strategies of Brazil’s leading meal delivery app
Provisionally accepted
Paloma Aparecida Anastacio Barros*
Juliana de Paula Matos
Michele Bittencourt RodriguesRenata Júlia da Costa
Paula Martins Horta- Federal University of Minas Gerais, Belo Horizonte, Brazil
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Objective: To analyze digital marketing trends of Brazil’s leading meal delivery application (MDA) company on Facebook (FB) and Instagram (IG) from 2011 to 2022. Methods: This exploratory, longitudinal, and mixed-methods study examined a 10% sample of all posts published by this company during the study period. Posts were analyzed in terms of food categories, media and connectivity features, and advertising themes. Results: The company predominantly promoted unhealthy foods, frequently employing persuasive digital marketing strategies. While this pattern was consistent across both platforms, IG posts were more visually engaging and interactive, making greater use of brand elements, hashtags, conversations, emoticons, user interaction, and company tagging (all p<0.001). In contrast, FB posts more commonly included external links. Twelve distinct advertising themes were identified. They reflected a broad and diverse range of marketing strategies, encompassing brand promotion, user engagement, contextual appeals, technological features, social responsibility, and other themes. IG posts more frequently featured themes such as entertainment and social interaction, consumption stimulus, application differentials, public figure endorsements, and social and corporate responsibility (all p<0.05). Conversely, the theme of communication and news was more prevalent on FB. Longitudinal analysis revealed that the company adapted its content over time, refining its use of media tools and thematic strategies in response to evolving digital marketing. Conclusions: The company primarily advertised unhealthy foods on both social media, leveraging persuasive techniques and marketing strategies. These practices may hinder public health efforts to reduce the consumption of unhealthy foods.
Keywords: Social Media, Marketing, Mobile Applications, Processed food, Advertisement
Received: 29 Apr 2025; Accepted: 11 Jun 2025.
Copyright: © 2025 Barros, Matos, Rodrigues, Costa and Horta. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Paloma Aparecida Anastacio Barros, Federal University of Minas Gerais, Belo Horizonte, Brazil
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.