As the focus on obesity grows, QSRs are adjusting their strategies accordingly, with different brands taking a variety of approaches. Tactics used include lobbying and public interest advertising; adding healthier options to menus; and simply overlooking these health trends and continuing to focus on taste and indulgence.

In this study, we provide an overview of the rising public concerns about obesity and how they’ve shaped the food and beverage advertising landscape at large. We then explore how the attention on health has influenced messaging and strategies in the $1.7 billion QSR advertising sector.

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