Here’s Why Ads That Celebrate Eating in Secret Work

We think more about the things we hide

Woman smiling in front of a chocolate dessert
Eating on the down low can intensify cravings, among other advertiser-coveted effects.
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Chances are you’ve come across this scenario in a commercial: A woman, weary from the demands of modern life, finds a quiet place to recharge by indulging in a pint of ice cream or bag of chips. The moment she’s alone and able to pop off the lid or tear open the packaging, the exhaustion in her face quickly turns into contentment.

This guilty pleasure genre of advertising works, and a recent paper in the Journal of Consumer Research helps explain why. In eight separate studies, groups of women were prompted to think about eating certain food items in secret, whether by watching an ad encouraging the behavior or being instructed to imagine hiding food from others. Not only did the test participants rate the food items more favorably, but both groups were more likely to choose them—and willing to pay more for them, too.

Lead author Maria Rodas, an assistant professor of marketing at the University of Southern California’s Marshall School of Business, explained that the main reason people find eating in secret so enthralling is that hidden thoughts and desires tend to occupy the mind more than those out in the open for everyone to see.

“Because you’re suppressing this thought and don’t want to accidentally reveal it, it has this ironic effect that the more you want to keep something secret, you end up thinking more and more about it,” Rodas said. “Just by the fact that you’re trying to conceal your consumption, you end up thinking more and more about the consumer product.”

In other words, a personal rendezvous with your favorite pack of pudding is not so different from a romantic tryst.

“The reason why secret affairs are so compelling is because of the secret component,” Rodas said. “You just end up almost obsessing over the other person because it’s a secret.”

Part of the outcome, Rodas explained, is also down to the guilty pleasure aspect. People prefer to avoid judgment, and sometimes eating something you know you probably shouldn’t can feel both liberating and thrilling.

Another reason is that sometimes people simply don’t want to share; they want the whole package to themselves. That said, Rodas emphasized that the tendency for secrets to engross the mind was the leading factor behind the effect.

For instance, consider the “Bathtub” spot for Pepperidge Farm’s Milano Cookies, part of the brand’s “Save Something for Yourself” campaign that first appeared in 2017. In the 30-second spot, a woman locks herself in the bathroom while blissfully munching on the chocolate-filled snacks. When her child comes looking for her and begins to wiggle the doorknob, she lowers her voice and says, “It’s dad.” Convinced, her child moves onto another part of the house, leaving her in peace.

Data from ad measurement service iSpot.tv estimated that since the commercial debuted in February 2018, it’s received over 8,300 national airings and generated more than 1.7 billion impressions.

The gist of the “Save Something for Yourself” campaign is acknowledging that women today are juggling many roles and ideals, and therefore deserve to have some moments to themselves, explained Karen Marks, vp of integrated marketing at Campbell Snacks, the division of the Campbell Soup Company that oversees Pepperidge Farms.

“Based on the Milano brand’s research, more than half of the women polled find it somewhat difficult to fit ‘me time’ into their schedules,” Marks said. “They forget to take care of themselves, and usually put their family and friends first.”

Sales numbers suggest the secret eating ad strategy might be working. According to data from Chicago-based market research firm IRI, provided by Campbell’s snack division, sales of Milano cookies increased 2.8% throughout the past three years to hit $165.7 million in 2019, outpacing the overall cookie sector sales rise of 2.6%, reaching $8.01 billion.

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