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The What, Why and How of Point of Purchase Messaging
What is Point of Purchase messaging?
The aim of Point of Purchase (POP) messaging is to draw customers' attention to healthy food options. By featuring a certain food item or group and providing nutrition information, customers will be influenced to make healthier food choices.
Development and presentation of Point of Purchase messaging
POP messaging can be created in many different ways. Messaging can be printed on paper using Eat Smart! colours or typed onto address labels and attached to brightly coloured backgrounds. Use your imagination and creativity; the possibilities are endless! Many examples (see below) are available for schools to download and use. Schools may develop their own POP messaging, however to ensure accuracy, all messages must be reviewed by a Registered Dietitian to ensure adherence to Federal Food and Drugs Act and Regulations, and the Canadian Food Inspection Agency's Guide to Food Labelling and Advertising. A Windsor-Essex County Health Unit Registered Dietitian will review your POP message if needed.
What is the proper placement of Point of Purchase messaging?
Improper placement of messages can confuse the customer. It is very important to place the POP message beside the food or beverage item to which the message relates. Messages should always apply to food available in your cafeteria. Message cards can be attached directly onto display cases or placed in plastic card holders. Tip: Laminate your POP cards for future use and less waste.
Suggestions for placement of POP cards:
- At the steam table or grill - messages about entrée and side dishes
- At the salad bar – messages about the vegetables, fruit and beans
- At the beverage case – messages about milk, water, and fruit juice
- At the sandwich bar – messages about whole grain breads and low-fat deli choices
- By the refrigerator case – messages about fruit, vegetables and yogurt
How many Point of Purchase messages should we use?
The number of POP messages your cafeteria uses will depend on the type and variety of the food served, as well as the physical layout. Messaging should address foods from each food group and include beverages. Ideally, four to five (but not more than ten), messages should be used at one time to avoid information overload.
How often should Point of Purchase messages be changed?
It is important to rotate messages on a regular basis. It is recommended that messages change after 1 to 2 weeks or daily if it relates to the "special of the day". The same message can be reintroduced at a later time (so it's a good idea to keep a record of what messages have been used and when).
Adapted by the Windsor-Essex County Health Unit, Comprehensive School Health Department, from materials available through the Nutrition Resource Centre, OPHA