How Big Food Turns Holidays into a Public Health Trap
By Humphrey Ukeaja Festive periods occupy a strategic place in the marketing calendars of Big Food corporations. National and religious holidays such as Christmas, New Year, Easter, Eid-el-Fitr, and Eid-el-Kabir provide predictable moments of heightened consumption, social gathering, and emotional openness. Food and beverage advertising during these periods does not merely promote products; it systematically aligns ultra-processed foods (UPFs) and sugary drinks with socially valued ideas of celebration, convenience, and family cohesion. Across broadcast media, households are routinely depicted marking festive moments with bottles and cans of sugary drinks, otherwise known as sugar-sweetened beverages (SSBs), presented as a natural accompaniment to communal meals. Digital platforms extend this logic, with social media influencers framing UPFs such as instant noodles and similar products as appropriate festive purchases or gifts. Outdoor advertising reinforces the message through slogans...