Richard Shotton
speaker
1,228 appearances
5 recordings
4 series
first heard Jan 2026
last heard 27 Jun
Richard Shotton’s voice in public audio — every appearance, attributed to the second.
Trend
recordings per month · last 12 monthsRecordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.
Appearances
So you might see something like carrots in low-calorie citrus glaze.
And I think something like 150 units of the vegetable are sold each day.
Other days, same recipe, same vegetable, but he emphasizes the indulgent benefits.
That's something like sizzling citrus, tangy carrot.
And what he finds there is sales go up to about 230 units a day.
It's a 41% increase.
So his argument is just because something is healthier, it doesn't mean the message you should lead with is its healthiness.
that i think is a massive problem with a lot of communications for virtuous goods people keep on banging about the health benefits and the um the ethics behind these things but actually if you want to actually change behavior the better thing to do certainly with food is to focus on make it sound enjoyable this is what grenade bars did grenade bars didn't
Yeah, and that is, you go from, you go into something like beers with low levels of alcohol.
What they tend to do is talk about being non-alcoholic beers.
They are emphasising the absence of the fun bit.
Where they're emphasising the kind of deprivation.
There's a few examples where they've lent into the appeal.
It didn't succeed, but I think that was because of the formulation, not the branding.
But I loved it when Budweiser did prohibition brew.
It made it sound like kind of exciting and fun and glamorous.
There's a beer in Britain called Infinite Session, emphasizing, you know, how you can stay in the pub with your mates longer with this 0% lager.
So I think moving away from that kind of hair shirt is advertising for healthy foods and less damaging drinks.
That's something we've got to be thinking about more.
What's so good about them?
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