Between fruits, vegetables and other food categories Children influence on family purchases is growing and this entails an increasing attention on this target. This research has the aim to explore which product elements condition more intensely their preferences: an experimental study has been projected, involving 173 children, aged 4 to 11, divided into 7 groups. First of all they had to comment and express their preferences about a series of images of food, different in packaging and brand; finally they had to draw their ideal fruit and vegetable package. The results highlight that, in general, brand influences children more deeply than the aesthetic features of a product, moreover packaging and characters are not decisive to make children appreciate fruits and vegetables. Keywords: kids marketing, food marketing, brand, packaging, characters, fruits and vegetables.
Keywords: Marketing rivolto all’infanzia, marketing agroalimentare, marca, confezione, personaggi dei cartoni animati, ortofrutta.