ArticlePublic health nutrition2023
Digital marketing of online food delivery services in a social media platform before and during COVID-19 pandemic in Brazil.
Article in Public health nutrition, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers, 1 of them a synthesis that pooled it.
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Who cites it
4 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Offline to online: a systematic mapping review of evidence to inform nutrition-related policies applicable to online food delivery platforms.BMC medicine · 2024Pooled it
- Physical and online food outlet availability and its influence on out-of-home dietary behaviours in Great Britain: A repeated cross-sectional study.SSM - population health · 2025Article
- Consumers acceptability of using screen capture methods to capture marketing strategies on online food delivery platforms: a qualitative study.Public health nutrition · 2025Article
- Food digital marketing on social media: trends and strategies of Brazil's leading meal delivery app.Frontiers in nutrition · 2025Article
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Authors and funding
8 authors.
Funding
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Abstract
objectiveTo describe the promotion of food and beverage and marketing strategies used by online food delivery services (OFDS) in a social media platform before and during the pandemic in Brazil.
designPublicly available data were extracted from OFDS Instagram accounts. Posts published 6 months immediately before and after the first case of COVID-19 in Brazil were randomly sampled. Two independent authors coded the posts' content. Food and beverage items featured in posts were classified according to the NOVA food system classification. Marketing strategies were coded according to protocols from previous studies.
settingTop three OFDS Instagram accounts in Brazil.
participantsPosts published in the period studied (
resultsDuring the pandemic, the proportion of posts featuring at least one food item decreased from 71·6 % to 40·2 %, and the proportion of ultra-processed foods decreased from 57·6 % to 27·9 %. Before the pandemic, the most widely used marketing strategies were branding elements (80·7 %), product imagery (unbranded) (48·9 %) and partnerships/sponsorship (35·2 %). While during the pandemic, branding elements (62·2 %) continued to be the most applied, but were followed by the use of videos/graphics interchange format/boomerangs (34·1 %) and corporate social responsibility (31·7 %). The most frequent COVID-19 marketing strategies were 'social responsibility in the pandemic' (30·5 %), 'combatting the pandemic' (28·0 %) and 'accelerating digitalisation' (20·7 %).
conclusionsOFDS advertisements on a social media platform placed less emphasis on food items, but improved the nutritional quality of foods and beverages featured in posts. A COVID-washing approach was highlighted, especially through the use of social responsibility marketing during the pandemic.
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