212: HFSS: How brands can still make an impact

<div>How can you build a brand when you can't advertise or launch promotions, and there are restrictions on where you can position your products in shops?<br> <br> </div> <div>It's a dilemma many food companies are facing ahead of new legislation due to be enforced in England from October 2022.<br> <br> </div> <div>It means there will be restrictions on how foods that are high in fat, salt and sugar - collectively known as HFSS - can be promoted.<br> <br> </div> <div>The new rules will see the end of deals like buy-one-get-one-free, a ban on free soft drink refills, and restrictions on where HFSS products can be placed in a store – think sweets at the till.<br> <br> </div> <div>So what can affected brands do to make sure consumers are still aware of their products?<br> <br> </div> <div>In this episode of Table Talk, Stefan Gates is joined by three experts in this field who discuss the challenges and opportunities on the horizon.<br> <br> </div> <div>They discuss how marketing teams are going to be forced to think more creatively, why 2022 is going to be key for building up a customer database, and why premium HFSS brands are hoping to actually see an increase in sales.</div> <div><br> </div> <div> <strong>Rob White, Co-Founder at ZEAL Creative<br> </strong><br> </div> <div>After 18 years in advertising, Rob set up ZEAL Creative with his partner Stewart Hilton. <br> <br> </div> <div>Together they have built a multi-award winning marketing agency which is currently the most effective brand activation agency in the UK and their team are The Drum’s most recommended for client service.<br> <br> </div> <div>As an expert in marketing, Rob plays a key role in advising multi-national brands such as Kellogg’s &amp; Nestlé on brand strategy, understanding shopper behaviour and winning with retailers. <br> <br> </div> <div>As well as being a director for the for the Institute of Promotional Marketing, Rob also acts as a mentor with new business start-ups for Tech Manchester. <br> <br> </div> <div> <strong>Jeremy S