Comparative advertising is not usual in Spain. It is a risky strategy, both for the reaction that can cause among the rivals, and because of the impact it can generate on the perception of the brand itself. Despite this, B3tter Foods, the healthy snack brand started in 2021 by Adrià Cruz and Alex Boisset, has made it one of its marketing axes.
It should be noted that the public comparison, including comparative advertising, through an explicit or implicit allusion to a competitor, is allowed in the Spanish market, as stated in Law 29/2009 of unfair competition. However, a series of requirements must gather; mainly, that comparative goods or services have the same purpose or meet the same needs; and that the comparison is made in an objective way between one or more essential, relevant, verifiable and representative characteristics of the goods or services.
Nor can acts of deception, denigration and exploitation of the reputation of others be incurred.
Its co-founder usually stars in the contents of the company
The comparison is precisely the center of B3tter Foods speech in the strategy that the brand displays in social networks and digital platforms. In one of the last videos, its co-founder Alex Boisset-who usually stars the contents of the company-contrast its cocoa Crunchy Granola with the Nestlé Fitness oatmeal and chocolate.
In the video you can see Boisset introducing the ingredients of oats, dates, hazelnut and cocoa in the glass corresponding to B3tter Foods; While in Nestlé Fitness introduces oat flakes, integral wheat flour, sugar, sunflower oil, cocoa, cocoa butter, emulgent, natural vanilla aroma, dehydrated glucose syrup, corn semolina, powder cocoa, calcium carbonate, dates, coconut, salt, antioxidant and iron. These are the ingredients that each company broken down in their respective web pages.
The energy value of Nestlé’s product is 435 kcal per 100 grams; while B3tter Foods is 391kcal.
The video, published on September 8 on Tiktok, exceeds 10,000 visualizations and accumulates several comments from the community. Among them, the responses of the brand itself to the doubts of the users regarding the ingredients of their products.
As the brand co-founder has expressed, Adriá Cruz on LinkedIn, this type of publications involve a reflection of the B3Tter Foods philosophy before the market.
“We didn’t come to play the industry game. We came to change it”
“Few things represent the problem of the food industry as this product. In the front they promise you a “light”, “balanced” and “healthy” breakfast. But when you turn the package and look at the label, you find the truth“, He said.”The problem is not that it carries sugar. They want to camouflage and label it as the perfect breakfast for you and your children. It is not an oversight. It is the system functioning as designed. In B3tter Foods we did not come to play the industry game. We came to change it”
Professionals in the sector have praised the publication, highlighting it as an example of authentic and transparent communication based on the characteristics of the product. “You do not need millions to compete with giants. You just need a good product and know how to tell it that way. Compare your product with one of Nestlé clearly, directly and without filters”, He commented, for example, Laura Jiménez Cordero, video content creation in content content.
In another video, published last July, Boisset compares the b3tter foods coconut bar with Bounty’s, which he defines as “The most consumed coconut bar in the world. I am clear who would stay with”, He says and, referring to the glass corresponding to Bounty, says:“This would not give it to my worst enemy”
Criticism of food advertising practices
The truth is that B3tter Foods has made the allusion to products from other brands one of the pillars of its communication strategy, which focuses on the complaint of some usual advertising practices in the food industry and bets on a disseminative tone and approach. In this sense, similar videos abound in its social profiles, in which a direct comparison is not established but the ingredients of different products are broken down. Thus, they have referred to Nestlé cereals, the cocoa powder of Colacao, the ice cream of Ben & Jerry’s, to the cookies of Oreo or the boner bars well.
“Large multinationals invest millions in advertising to convince us to choose their products, even if they are full of refined flours, saturated fats and excess sugar. Bag potatoes, chocolate bars or even breakfast cereals are part of this daily deception”, Says the company in its LinkedIn profile.“Our mission is simple: inform and raise awareness, because we believe that only knowing what is behind we can choose freely”
Despite being promoting the visibility of the brand, the strategy is received with opinions and feelings found. Those who positively value the approach highlight the ambition of B3tter Foods for educating users, their denunciation of the advertising style of the big brands and transparency when showing their ingredients.
However, among comments to publications can also be detractors. Many accuse the mark of demonizing sugar and its consumption, others of wanting to impose a single form of food or even make them feel guilty. They also allude to the high price of products, compared to those of large brands, which limits them to a specific consumer segment.
Some users criticize the use of the brand comparison
In addition, some criticize the comparative approach. “To highlight, do you have to do less the product of your competition? “Says a user.”It is incredible how they directly attack the competition. This is horrible”Says another.
On the other hand, from the brand they defend the tone of its communication and the positioning strategy. In a recent publication on LinkedIn, which compared 500kcal of ultraprocessed foods with the same amount of fruits and vegetables, the company indicated: “In B3TTER we believe that good food is the basis of a healthy lifestyle and, therefore, we want to continue spreading to unmask the food industry”
Don Simón and comparative advertising
Comparative advertising is a risky strategy, which can generate notoriety and boost purchase consideration, but can also impact business operability as a result of the reaction by competitors or even the consumer.
An emblematic case of this type of advertising in Spain is found in Don Simón, which on several occasions alluded to rivals such as Pascual or Minute Maid in his ads.
They compared characteristics such as the origin of oranges, the elaboration process, the ingredients or even the form of transport and the distribution strategy. The approach resulted in several claims against self -control, giving rise to statements of illegal or misleading advertising, and also complaints and judicial processes.
