This study compares the food demand shift and rotation effects of anti-obesity and healthy food advertising on both overweight and normal-weight individuals. We show that consumer differentiation by weight is crucial in fully understanding the effects of advertising content on food demand. Our results suggest that anti-obesity advertising is more effective for overweight subjects and healthy food advertising is more effective for normal-weight subjects. We discuss possible explanations consistent with the empirical results and provide important information for policy-makers necessary to design and implement the most effective advertising campaigns for encouraging people to eat healthier foods.