Wave 8 – Methodology Overview

Wave 8 – Methodology Overview RoI Benchmark – Jan 2003 ST1 - May 2003 ST2 – January 2004 ST3 – June 2004 ST4 – January 2005 ST 5a – June 2005 ST 5b – July 2005 ST 6 - January 2006 ST 7 - June 2006 ST 8 – January 2007 • Total Number of Interviews(IOI -814 ST 8) • (ROI - 510 ST 8) • (NI – 300 ST 8) • Sample- Nationally representative - Adults aged 15-74 • Fieldwork - In-home face to face interviews • - 52 sampling points in ROI & - 50 sampling points in NI NI

Environmental Changes in the last 6 months Factors Increase in the numbers buying organic produce, particularly among those with children. One in two Irish grocery shoppers claim to buy Fairtrade products As much as 50% of the average grocery shop can be premium products. safefood communications Superfoods campaign on the nutritional value of everyday foods is launched. Continual promotion of Hand Washing and Christmas Bird Campaigns. Focus on Health and Nutrition. The Irish Consumer

Section 1:Spontaneous Awareness & Associations Section 2:Advertising & Effectiveness Superfood Awareness Banana Campaign Pea Campaign Wholegrain Campaign Meat Campaign Hand Washing Campaign Christmas Bird Campaign Section 3: PR Evaluation Section 4: Food Safety & Healthiness Section 5: Complaint Handling Section 6: Nutrition Section 7: Processed Meats Section 8: Dairy – Consumption & Concerns Section 9: Awareness of safefood

Total Spontaneous Awareness-Food SafetyBase: All Respondents N= 814

Spontaneous Association-Food SafetyBase: All Respondents N= 814

Spontaneous Association-Healthy EatingBase: All Respondents N= 814

Company Most Associated with Promotion of Food SafetyBase: All Respondents N= 814 Q.3a What ONE organisation / company or otherwise would you most associate with the promotion of Food Safety? DO NOT PROMPT, SINGLE CODE RESPONSE

Company Most Associated with Promotion of Healthy EatingBase: All Respondents N= 814 Q.3b What ONE organisation / company or otherwise would you most associate with the promotion of Healthy Eating? DO NOT PROMPT, SINGLE CODE RESPONSE

Recall of Advertising & Awareness of Food Safety & Healthy EatingBase: All Respondents N= 814 ST6 ST 7 ST8

Awareness of TV SuperfoodsBase: All Respondents N= 814 ST6 ST 7 ST8 Measured against previous safefood campaigns

Media Vehicle Recall for SuperfoodsBase: All that Recalled Superfoods Campaign N= 194

Main Message Communicated by the Superfood Campaign Base: All that Recalled Superfoods Campaign N= 194 Healthy eating Importance of a healthy diet Eat lots of fruit Eat lots of vegetables Superfoods are good for you Food safety Eat your five portions per day Concern for quality food None Other Don’t Know

Rating of Superfoods CampaignBase: All that Recalled Superfoods Campaign N=194

Behavioural Impact of Superfoods CampaignBase: All that Recalled Superfoods Campaign N=194 • They (the campaign messages and ads) have made me think more about the benefits of everyday food as a result of the campaign • 39% have already changed their behaviour • 38% plan to change their behaviour • 9% plan to find out more about this issue in the near future • 9% say that it is unlikely they will look into it any further

Meaning of SuperfoodBase: All Respondents N = 814 Foods that help make you healthier Foods that are packed with nutrients Foods that help fight disease Foods that help fight Cancer Foods that make you super fit Functional foods Foods that make you look younger Other Nothing Can’t Remember Don’t Know

Recall of Banana CampaignBase: All Respondents N=412 ST8 Base: Those Who Recalled Campaign N = 106 Bananas are good for you Bananas are a healthy food Importance of eating fruits in our diet Bananas contain potassium Eat more fruit Bananas are nutritional Fruits help to control blood pressure None Other Don’t Know Yes No

Rating of Banana CampaignBase: Those that Recalled Campaign N = 106 Really capturing your interest Delivering a message of relevance to you Telling you something you didn’t already know Getting the point across in a clear way Being hard hitting

Behavioural Impact of Banana CampaignBase: Those that Recalled Campaign N = 106 • 35% made them think about fruit in their diet and I eat more fruit as a result. • 23% made them think about fruit in their diet and I plan to eat more fruit as a result. • 13% made them think more about bananas in their diet and I eat more as a result of the ad. • 10% made them think more about bananas in their diet and I plan to eat more as a result of the ad. • 7% made them think about fruit in their diet and I plan to find out more about eating fruit in the near future. • 6% didn’t impact them in any way.

Recall of Pea CampaignBase: All Respondents N=402

Main Message Communicated by Pea CampaignBase: Those that Recalled Campaign N = 60 Vegetables are good for you Peas are good for you Eat more vegetables Vegetables are healthy Vegetables are packed full of goodness Peas contain anti-oxidants Vegetables are full of nutrition Vegetables are good for your immune system Vegetables prevent Cancer None Other Don’t Know

Rating of Pea CampaignBase: Those that Recalled Campaign N = 60 Really capturing your interest Delivering a message of relevance to you Telling you something you didn’t already know Getting the point across in a clear way Being hard hitting

Behavioural Impact of Pea Campaign Base: Those that Recalled Campaign N = 60 • 36% think about vegetables in their diet and they eat more vegetables as a result of the ad. • 17% are thinking about vegetables in their diet and they plan to eat more vegetables as a result of the ad. • 16% think about eating peas and are eating more peas as a result fo the ad. • 14% think about vegetables in their diet and plan to find out more about eating vegetables in the near future. • 4% thinking about eating peas and plan to eat more peas as a result of the ad. • 8% were not impacted in any way.

Recall of Wholegrain CampaignBase: All Respondents N=412 YES NO

Main Message Communicated by Wholegrain CampaignBase: Those that Recalled Campaign N = 83 It’s important to have wholegrain food in your diet Wholegrain food is good for your health Wholegrain food is good for you Wholegrain food is good for your digestive system Wholegrain food is a source of fibre Eat wholegrain food for roughage None Other Don’t Know

Rating of Wholegrain CampaignBase: Those that Recalled Campaign N = 83 Getting the point across in a clear way Really Capturing your interest Delivering a message of relevance to you Being hard hitting Telling you something you didn’t already know

Behavioural Impact of Wholegrain CampaignBase: Those that Recalled Campaign N = 83 • 38% Think more about wholegrain foods in their diet and are eating more wholegrain foods as a result of the ad. • 32% Think more about wholegrain foods and plan on eating more wholegrain foods as a result. • 11% Think more about eating wholegrain bread and are eating more as a result. • 4% Think more about eating wholegrain bread and plan to eat more as a result. • 6% Were not impacted in any way. • 8% Don’t Know

Recall of Meat CampaignBase: All Respondents N= 402 YES NO

Main Message Communicated by Meat CampaignBase: Those that Recalled Campaign N = 55 Meat is good for you Lean meat is healthy Eat less processed meat Lean meat is good for your heart Lean meat is full of iron Lean meat is low in salt None Other Don’t Know

Rating of Meat CampaignBase: Those that Recalled Campaign N = 55 Getting the point across in a clear way Really Capturing your interest Delivering a message of Relevance to you Being hard hitting Telling you something you didn’t know already

Behavioural Impact of Meat CampaignBase: Those that Recalled Campaign N = 55 • 40% Think more about processed meats and are eating more lean meats as a result of the ad. • 26% Think more about eating lean meat and are eating more as a result. • 18% Think more about processed meats and plan on eating more lean meats as a result. • 4% Think more about processed meats and plan to find out more about lean meats in the near future. • 3% Think more about eating lean meats and plan to eat more as a result. • 2% were not impacted in any way. • 7% Don’t know

Recall of Hand Washing CampaignBase: All Respondents N= 814 Message Recalled N=339 ST8 Wash your hands before handling foods Wash and dry your hands thoroughly By washing your hands properly, you are stopping the spread of germs The importance of washing your hands Wash your hands Hand washing is important in relation to food hygiene Dangers of food poisoning Wash your hands before eating your food None Other Don’t Know Yes No

Rating of Hand Washing CampaignBase: Those that Recalled Campaign N = 339 Really Capturing your interest Delivering a message of relevance to you Telling you something you didn’t know already Getting the point across in a clear way Being hard hitting

Behavioural Impact of Hand Washing CampaignBase: Those that Recalled Campaign N = 339 • 57% Think more about how to wash their hands properly and now fully wash and dry them as a result of the ad. • 27% Think more about how to wash their hands properly and plan on fully washing and drying them as a result. • 4% Think more about how to wash their hands properly and plan to find out more about this issue in the future. • 7%were not impacted by the ad in any way. • 4% Don’t know

Recall of Christmas Bird CampaignBase: All Respondents N= 814 ST6 ST8 Yes No

Recall of Christmas Bird CampaignBase: All Who Recalled the Campaign N=404 Do not wash poultry, it’s safer Cook turkey well Do not spread germs and infections in the kitchen Cooking kills germs Be careful with food preparation Wash hands before and after poultry preparation Other ST8 ST6

Rating of Christmas Bird CampaignBase: Those that Recalled Campaign N = 404 Really Capturing your interest Delivering a message of relevance to you Telling you something you didn’t know already Getting the point across in a clear way Being hard hitting ST8 ST6

Behavioural Impact of Christmas Bird CampaignBase: Those that Recalled Campaign N = 404 • 43% Think more about washing poultry and have stopped washing poultry as a result of the ad. • 30% Think more about washing poultry and plan to stop washing poultry as a result. • 8% Think about washing poultry and plan to find out more about this issue in the near future. • 15%were not impacted in any way. • 4% Don’t know NB Not asked on safetrak 6

Wave 8 – Methodology Overview