One hundred and ninety-eight (n = 198) scenes that contained 555 food references were included. The frequency of references to unprocessed and minimally processed foods (60.1%) was similar to references of UPF (59.1%). Fruit/vegetables and sweets represented 37.9% of food appearances each. Scenes containing fruit/vegetables conveyed more negative (62.5%) or neutral messages (49.3%) than positive (26.4%). UPF scenes contained more positive (70.9%) and negative content (75.0%) than neutral (37.3%). Regarding UPF subcategories, sweets scenes were more positive (49.1%) than neutral (22.4%) and fast food meals scenes were more negative (37.5%) than neutral (5.9%).