Communications and Marketing Case Study
“Pink Chicken”
Timing of Activity
June - Aug 2016
Supporting which FSS Outcomes?
1. Food is safe
2. FSS is a trusted organisation
Agencies
The Union, Republic of Media, Consolidated PR, TNS, Whitespace
Background
Scotland’s summers are a time to partake in activity we generally can’t do in the
colder months - venturing outdoors, embracing summer sporting events such as the
Euro 2016, The Rio Olympics and Wimbledon, and enjoying eating and drinking
alfresco. Barbecuing is a highly popular activity during the summer, with a YouGov
omnibus survey for FSS from 2015 recognising as many as half of Scots have used
a BBQ. Moreover, based on UK research from
The Grocer, it can be estimated that
Scots adults attend (or host) an average of two BBQ events per year.
During the summer, there is also a dramatic increase in cases of food poisoning -
linked to eating outdoors, barbecues and increased chicken purchase and
consumption. A summer campaign was needed to educate the people of Scotland
about the food safety risks associated with barbecuing, in particular the cooking of
chicken and the link to Campylobacter food poisoning.
There were more than 6,000 reported cases of Campylobacter poisoning in
Scotland each year between 2010 and 2015;
Reported cases equates to 117.1 cases per 100,000 people in Scotland;
50-70% of Campylobacter infections in Scotland are attributed to a chicken
source – identifying chicken as the main source of the illness; and
Evidence points to an uplift in sales of chicken pieces and an increase in the
practice of Barbequing food – coinciding with the peaks of Campylobacter
poisoning observed in the summer.
Around 50% of Barbequed food is eaten by those aged 34 or under, with 16-24s
even more pronounced, and crucially there are significant peaks of Campylobacter
cases in this age group, with slightly more male incidences than female.
Campaign Objectives
Increase awareness of, and reduce complacency about, the risks of food
poisoning when cooking chicken outdoors over the summer season, particularly
when barbecuing with family and friends.
Encourage uptake of specific food hygiene actions and motivate behavioural
change amongst our target audience.
Raise awareness of FSS as the trusted voice of authority when it comes to food
safety, and humanise the brand, making it relevant to our audience.
Campaign Proposition
The Scottish summer goes hand-in-hand with barbecuing, but unfortunately so does
contracting Campylobacter poisoning from undercooked or badly prepared chicken.
Remembering a few simple tips will ensure a safe and enjoyable summer.
Target Audience
Research conducted by Kantar identified that BBQs are more likely to be consumed
by under 45s and Male, with Scottish 16-24s particularly prevalent.
The bullseye target audience for the campaign was ABC1s, predominantly (but not
exclusively) male, aged 18-34.
It was important that the campaign was not too ‘blokey’ in approach.
Activity
The campaign used a character: “Pink Chicken” who is seen causing havoc during
everyday summer activity, and therefore spoiling people’s summer fun.
An outdoor, digital and radio advertising campaign was developed using humorous
photography or video of Pink Chicken: “
Nothing spoils summer like pink chicken”
Youtube videos
(https://www.youtube.com/watch?v=BqtqJi_6U9E)
Spotify digital display ads
Adludio mobile advertising server
Facebook, Twitter and Instagram paid advertising
Radio advert throughout Scotland
Six 48 sheet digital outdoor displays in Glasgow/Edinburgh
Two adshel digital displays in Aberdeen
Glasgow underground digital displays
Social media
Spotify
Facebook
Adludio
We also used the campaign as part of our Royal Highland Show stand, giving out
flyers, “Chicken Checkers” and a digital BBQ game.
Royal Highland Show
A suite of 600 A4 Posters as well as 200 A3 Posters in line with the creative and
4,000 A4 Tri-Fold Leaflets were produced
to raise awareness of the campaign as
well as directing audiences to the FSS website for further information. These were
distributed amongst partners such as the Foodies Festival, Hugh Grierson Organic &
Scottish Federation of Meat Traders, as well as retailers Aldi and Scotmid.
In addition, Aldi published a campaign advert within their weekly in-store magazine.
Aldi in-store magazine
Key Results Despite the relatively low campaign spend, the post-campaign insight revealed a
good level of recognition and cross-media channel integration. A very good level of
campaign understanding (86% described any possible campaign messages)
highlighted the clarity of the campaign messages, especially “cook thoroughly” and
“don’t eat pink meat”. Some evidence to suggest people are following barbecuing
guidelines, especially females.
Media coverage across titles such as The Courier, and trade titles such as Poultry
News and Food and Health Alliance. [Name] was interviewed on Kingdom FM.
Strong engagement across social media and unprecedented results on Adludio,
resulting in Adludio themselves producing a press release alluding to the fantastic
results.
And in terms of hard stats:
223,875 video views on YouTube, with a 29.73% view through rate (over 14%
higher than our previous and comparative Festive campaign)
314,694 Facebook and Instagram video views
The campaign generated: 7,068 Sessions and 9,902 pageviews on the FSS
website, with 57% of the traffic aged between 18 and 34 years.
Total outdoor advertising had an estimated 92,764 impacts
The target audience had 775,000 impacts across radio, 37% of whom had 6.8
opportunities to be heard.
The campaign has won awards for both Advertising Strategy and Integrated
Campaign, and was commended for Integrated Strategy at the Scottish Creative
Awards. Winning in three categories is particularly notable given the strength of
competition the campaign was up against.
Learnings and Recommendations
This relatively small-scale, low-cost campaign was developed to address summer
peaks of Campylobacter food poisoning, and the campaign has gone some way to
change the behaviours with regard barbecuing safely.
Indications are that the campaign achieved good stand-out and good impact among
those who have seen it, and therefore greater investment for future bursts will
generate greater reach and greater impact.
All chosen media have worked better among core target of 16-34s suggesting that
age targeting has worked well. However there is need for stronger ‘male’ targeting.
Improving on currently low levels of knowledge of Campylobacter will be a challenge.
Likewise, knowledge of correct temperature is unlikely to increase when usage of
thermometers remains very low. The other cooking guidelines/messages which are
easier to relate and adhere to should therefore be prioritised.
To optimise the campaign in future, consideration should be given to:
Taking spend out of Instagram and giving Facebook further opportunity to
reach the target audience through up-weighted canvas and carousel formats.
Evaluation reconfirmed need to target men (as they are least likely to follow
the cooking guidelines) but radio has not been effective at doing this – so
need to look to other channels to maximise exposure among men.
Improving on currently low levels of knowledge of Campylobacter will be a
challenge. Consider giving more prominence to educating on what
Campylobacter is, rather than how to avoid in future campaigns.
More spend given to pre and post evaluation would give a more robust insight
into the campaign.
The campaign was designed with a view to it being adaptable for future versions.
The campaign is likely to be considered for a re-run in 17/18. If and when it does re-
run, however, it is recommended that the outdoor and digital elements be retained /
extended and radio re-considered.
[Name]
October 2016