Targeted Marketing

The food industry carefully targets its advertising. Through cultural cues, language, and music, companies build brand recognition and loyalty in Black and Latino communities—often promoting fast food, sugary drinks, candy, and snacks. Researchers found that Black and Latino youth are exposed to substantially more of this advertising than their White peers, a pattern that contributes to diet-related health inequities.

In this video, Sonya Grier, Ph.D., Associate Professor of Marketing at the Kogod School of Business at American University, examines the disproportionate impact of food marketing on Black and Latino children. Her research sheds light on how targeted advertising practices shape food environments and contribute to health disparities within these communities.

As companies began targeting Black consumers more directly in the 1970s, JELL-O hired Bill Cosby as one of the first major Black celebrity spokespersons in national advertising. At the time, his widely trusted, relatable image helped expand the brand into Black households.

Cheetos partnered with Bad Bunny, an icon among Latinos, for a campaign titled “Deja tu Huella” (“Leave Your Mark”). Focused on celebrating Hispanic culture, youth, and creativity through music, fashion, and social impact, the campaign overtly targets Latino children and teens.

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Brands often target Black and Latino youth by emphasizing representation—featuring people who look like them to build trust, relatability, and appeal. They often highlight cultural icons, like musicians and athletes, and draw on music, sports, and “cool” aesthetics to make sugary, highly processed products feel aspirational, while masking the underlying health risks.

McDonald’s marketing has frequently featured Black and Hispanic artists to boost brand loyalty among young, diverse consumers. Collaborations since 1992 have involved Michael Jordan, Mariah Carey, Travis Scott, Cardi B, Saweetie, and most recently, Drake.

McDonald’s Celebrity Meals
(1992 – 2025)

Michael Jordan

Cardi B

Drake

Trolli Ad Featuring James Harden
(The Ferrara Candy Company; 2016)

A popular tactic for targeting minority youths is to feature sports stars like James Harden, who plays basketball for the Los Angeles Clippers.

Cinnamon Toast Crunch featured Manuel Turizo, a Colombian singer and songwriter, on a special-edition box of the sugar-rich breakfast cereal—or is it a breakfast candy?