APPROACH
YEAR TWO AMBITIONS
Year Three: An Informed Approach For the third year of the campaign, we aimed to scale learnings and successes from previous years to reach a greater number of households and make headway against our 2025 ambition. We did this by:
Goal one
Stronger emphasis on digital campaigning with timely hooks, competitions, and digital communities
Goal two
Higher visibility of diverse local people and their food experiences
Goal three
Offering flexible and fun opportunities for employee engagement
Goal four
Increased use of paid advertising to reach more people
Our approach for Year Three required us to be responsive to the COVID-19 pandemic. We shaped the year’s activities in a context of our changing relationship with food, budgets, and shifting values. We did this by:
1
Bring new faces into the Food Savvy campaign, aiming to capture local stories which reflected people’s changing behaviours around food and share these at the county level amongst our local partners and networks.
2
Develop our communication strategy, targeting high-wasting households and trialling new ways of getting our Food Savvy messages out to the public. Campaigns were closely measured to allow for successes to be scaled. 4
