Inspiring Results: Katherine Goodwin

Inspiring results: Nothing spoils summer like pink chicken Katherine Goodwin Head of Communications and Marketing

June 2016…

The Brief • • • • • • • •

Scots attend an average of two BBQs each year In summer, cases of campylobacter food poisoning spike, especially among 16-24 year old ABC1 males Over 43,000 food poisoning cases reported each year (and up to 9x as many unreported) Campylobacter is the most common type of food poisoning in Scotland with around 6,000 cases pa Majority of cases of campylobacter poisoning attributed to chicken Chicken sales – esp drumsticks, wings , increase over summer months 78% of Scots unconcerned about food poisoning Campylobacter bacteria can be killed at high temperatures

Campaign Objectives • Increase awareness of, and reduce complacency about, the risks of food poisoning from not BBQing chicken properly • Set out clear avoidance tactics and motivate action amongst the target audience • Raise awareness of FSS as a trusted voice in relation to food safety, whilst making the brand relevant to this harder-to-convince audience

Creative Approach

Online Video – 60”

Radio Ad

Digital, Social and Outdoor

Media Strategy

Media Strategy • Thermal Activation strategy – prebooked radio and outdoor slots which we could cancel • Combined with planned activity and creative around sporting events • Agile - and cost-effective - digital, radio and online formats • Reaching audience at moments of decision

Integrated Approach • • • • •

PR Launch and Support Field Marketing Digital Game Campaign Webpages Event Presence

Challenges/Issues • The audience simply don’t think or care about potential of food poisoning • FSS is a new organisation and brand awareness / trust is relatively low • Internal challenges - needed strong persuasive skills!

Measurement Strategy • Evaluation criteria in initial campaign brief • Independent quantitative campaign evaluation • Representative sample of ABC1 16-34 year old adults surveyed • Comparative performance figures for benchmarking: previous FSS and other public sector campaigns and industry averages

TOP TIP: brief your research agency at the outset

The stats • Approx 550,000 views of the videos on YouTube, Facebook and Instagram • 30% view through rate (over double previous campaign’s) • Over 7K additional website sessions (57% of traffic in target audience) • Outdoor ads over 92K impacts • Radio ads over 775K impacts • Outperformed Spotify and Adludio benchmarks

TOP TIP: Demonstrate the contribution of each channel

Performance against objectives

Performance against objectives

Performance against objectives

And even better results in 2017

TOP TIP: Learn and optimise

We saw a reduction in reported cases of campylobacter poisoning in summer 16 BUT cannot attribute this solely to the campaign.

Founded on a clear creative concept that was spot on for the target audience, Pink Chicken was a lowcost, small-scale but high-impact campaign.

TOP TIP: Don’t overclaim

TOP TIP: Enjoy when it goes well, don’t stress if it doesn’t