Responsible Marketing – Strauss Group

As a global food company, Strauss Group is committed to respecting our consumers and endeavors to gain their trust throughout all our activities and products. We update our consumers about new or improved products via the various electronic, digital, print and voice marketing and advertising channels.

Our products are meticulously and clearly labeled, beyond what is required by law when relevant, and always provide accurate data about the product’s nutritional value in order to enable the consumers to make informed choices. Following any adjustment to a product’s ingredients, clear information about the changes are displayed on the product packaging. Strauss Group complies with the product labeling laws in every market in which it operates, and enlarges the labeling print when the packaging permits, in order to make this vital information more accessible to consumers.

Promoting a Responsible Marketing Approach

The way in which we market our products influences the way in which people consume food. As part of our responsibility to encourage conscious nutrition, we voluntarily created our marketing charter in Israel, which includes a commitment to the following:

  • Encourage use of positive messaging and promote a positive social impact via our brands.
  • Avoid advertising and marketing aimed at children under the age of 16 in all media channels.
  • Avoid distributing marketing material at schools or in their vicinity.
  • Cancel the use of gifts targeted at children in promotional packages.
  • Encourage inclusion by avoiding gender stereotypes in our products.
  • Foster a consciousness of inclusion via our marketing communications.

In addition, our marketing charter requires transparent product labeling; ethical, truthful and responsible communications in everything regarding our products; and guarding the privacy of our consumers. Since we began implementing this new approach, we stopped included gifts of TV characters in our product promotions, stopped using gender-specific packaging (such as white princesses and white superheroes on our Actimel products), and we moved key nutritional labeling to the front of children’s products such as the Gemadim products. Just as importantly, we included these new directives in our marketing and advertising processes, so that right from the planning stage, our responsibility to our consumers is front and center.

(For more information, see Strauss Group’s Responsible Marketing Charter)

In addition, Strauss Israel and Strauss Water are signed on the Marketing Charter of the Manufacturer’s Association of Israel’s Food Industries Association, and on the charter of the Israeli Marketing Association, which deal with the principles of responsible marketing.

In 2020, there were no instances of non-compliance with industry guidelines or local regulations regarding labeling or marketing processes at any of Strauss’ companies around the world.

Based on the Responsible Marketing Charter, Strauss avoids targeting advertising at children under the age of 16. In every marketing initiative, where media planning and buying is carried out based on the characteristics of the target audience, we avoid specific exposure to children under the age of 16. For example, Strauss Israel targets all its advertising at adults, and not at children. In TV advertising, placement of ads is scheduled to avoid the viewing hours with a high proportion of children. When advertising digitally, the algorithms are adjusted to remove children as potential campaign targets, based on their browsing cookies. It must be noted that Strauss Water deviates from the charter in order to encourage children to drink water, and in the past year, ran an educational campaign via digital media (on the Instagram and Tik-Tok platforms) highlighting the positive health benefits associated with the campaign to encourage drinking water.

Consciousness-building Marketing – Promoting Diversity

As one of the largest advertisers in Israel, Strauss understands the responsibility we have to encourage values-based thinking and consciousness. Consequently, we include messages that correspond with our vision and values in our ad campaigns. We are careful to include spokesmodels who represent the full rainbow of the communities and populations that comprise the fabric of society in the countries in which we operate, in order to instill the message of diversity and inclusion. For example, in the Danone PRO brand campaign in Israel, people from different communities are included. The brand also provides support to Paralympians in Israel as part of its sponsorship of Olympic athletes. In 2020, Sabra included transgender spokesmodels in its national campaign as part of the company’s and the Group’s diversity and inclusion approach.

In 2020, Achla Salads decided to change its long-time advertising direction. For many years, the entire salads category conveyed a message of “authenticity” that often included ethnic/gender stereotypes. These ads were characterized by men of eastern decent or Arabs presenting the hummus products, and there was virtually no female representation. The women who appeared in these ads also represented stereotypes that typify outdated perceptions of family.  The brand chose a spokesmodel (actress Liraz Charhi) who helps to convey the message of diversity and breaking the social conventions that inhibit inclusion. The current campaign represents Strauss’ approach to the values of diversity, inclusion and empowering businesses owned by women in the food sector and in general.

An ad that received high public acclaim was the Symphony brand campaign that showed a same-sex couple in a common everyday relationship situation of choosing what out of a wide range of products to buy in a supermarket, while one member of the couple isn’t present. The campaign hints at the connection between launching a new range of flavors of the well-known cheese brand and the diversity in the different communities in which Strauss operates.

This activity supports 2 of the UN Sustainable Development Goals

  • Gender Equality (5)
  • Responsible Consumption and Production (12)