Amárach safetrack Wave 7 • Advertising and Corporate Image Tracking Research • Wave 7 • Island of Ireland • Prepared by • Amárach Consulting • October 2006
RoI Wave 7 – Methodology Overview 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 • Total Number of Interviews(IOI -803 ST 7) • (ROI -497 ST 7) • (NI – 306 ST 7) • 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
Factors Avonmore replaceseircom as sponsors ofweather on RTE, now promoting healthy food message. Tesco roll out home delivery healthy food and nutritional service in UK: Ireland next? New campaign to alter children attitude to eating disorders (Bodywhys) launched in Ireland. Bord Bia key sponsor of the Ryder Cup event in September. safefood communications Treats campaign on school lunches establishes seasonal pattern to campaigning. Continuing focus on Health and Nutrition Environmental Changes in the last 6 months The Irish Consumer
Section 1:Spontaneous Awareness & Associations Section 2:Advertising & PR Effectiveness Treats Campaign Salt Heart Campaign Cooking Campaign Temperature Stick Campaign Helpline Awareness BBQ Summer Promotion Section 3: Attitudes Toward Beef Section 4: Food Safety & Healthiness Section 5: Awareness of safefood
Totally Spontaneous Awareness-Food SafetyBase: All IOI Respondents N= 803
Spontaneous Association-Healthy EatingBase: All IOI Respondents N= 803
Key Findings: Spontaneous Awareness and Associations • In terms of spontaneous awareness in relation to food safety at an overall level; Bord Bia & Health Boards awareness is holding constant. Where as safefood drops to levels last encountered on ST3 while the government drops back from ST6 high. • In relation to associations with food safety, safefood drops back to pre ST6 high while the Department of Health slips to a new low – consumer separation of the topic of food safety from the broad health brief. Bord Bia is slipping back after ST5 high, while the health boards drop and food Safety Authority hold constant. Bord bia strengths and consistency over the past number of waves is indicative of a broadening media usage and spend. It is also possible that this waves performance can be linked to support of the Ryder Cup. • Associations with healthy eating see a reversal in order, as safefood second only to Bord Bia. The Irish Heart Foundation hold constant, where as there is a significant drop for the Department of Health and health boards. It is important to note that NI agencies tracked but are not breaking through to be represented here.
Recall of Advertising & Awareness of Food Safety and Healthy EatingBase: All IOI Respondents N= 803 ST6 ST 7 Not Tracked In ST6
Awareness of TV Treats AdvertisementBase: All IOI Respondents N= 803 ST6 ST 7
ROI NI 53% 64% 25% 9% 21% 23% n/a 12% 4% n/a 5% 14% Media Vehicle Recall for TreatsBase: All Who Recall Treats Campaign N=237
Rating of Treats CampaignBase: All Who Recall Treats Campaign N=237
Behavioural Impact of Treats CampaignBase: All Who Recall Treats Campaign N=237 • *NB bracketed figures = ST6 • 24% (24%) have already changed their behaviour • 29% (32%) plan to change their behaviour • 18%(13%) plan to find out more about this issue in the near future • 24%(24%) say that it is unlikely they will look into it any further
Key Findings: Treats Campaign Drop in TV recall is most likely linked to presence on TV. However, despite the fact that the Treats campaign is no longer on TV, 1 in 5 adults can still recall it indicating a strong campaign. Interestingly, TV ad recall in NI was higher than that in ROI, despite the fact that the most popular TV station in the north does not take advertising! Also of interest was the low recall of newspaper advertising in NI compared to ROI. Overall the ad is very well received scoring well on delivery, relevance and content. Impact is the only aspect wearing but this is to be expected at this stage of the campaign.
Awareness of Salt Heart (Billboard) Image Base: All Respondents N=803 ST7 Yes Base: Those Who Recalled Image N = 172 Food safety Promotion Other No Safefood No, don’t remember
Rating of Salt Heart CampaignBase: Those Who Recalled Image N = 172 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 Informing you about the large amounts of salt in processed food Encouraging you to eat more fresh food Encouraging you to cut down on salt Making you aware there is too much salt in your diet
Behavioural Impact of Salt Heart CampaignBase: Those Who Recalled Image N = 172 • 37% have already changed their behaviour. • 24% plan to change behaviour. • 15% plan to find out more about this issue in the near future. • 13% say it is unlikely they will look into it any further
Rating of Salt Radio AdBase: Those Who Recalled Ad N = 235 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 Salt AdBase: Those Who Recalled Ad N = 235 • 25% have already changed behaviour. • 28% plan to change behaviour. • 16% plan to find out more about this issue in the near future. • 24% say it is unlikely they will look into it any further.
Key Findings: Salt Heart Campaign Just over one in five are aware of the salt heart campaign. Of those who are aware of the campaign, well over one third correctly attribute the ad to safefood – excellent brand cut through. Overall impact and call to action of the salt campaign is high. The highest rating was attributed to awareness of salt content in diet. Owing to the impact and visual effectiveness of the campaign, more than one in three (37%) have changed their salt behaviour and a further one in four ( 24%) plan to which is a very positive on the ground response to the campaign. Recall of the salt radio campaign has returned to ST5 levels. Again the radio ad was well received but not felt to be telling any new news. Despite not telling anything new, the behavioural impact of the campaign is quite positive, one in four (25%) have amended their behaviour and a similar proportion (28%) plan to. Almost one in five (16%) feel they need more information and aim to source it in the near future.
Recall of Cooking Radio AdvertisementBase: All Respondents N=803 YES NO NO YES NO YES R.O.I N.I I.O.I
Rating of Cooking MessagesBase: Those Who Recalled Ad N = 178 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
Rating of Cooking MessagesBase: Those Who Recalled Ad N = 178 Telling you something you didn’t already know Male Female 15-24 25-34 35-49 50-64 65+
Behavioural Impact of Cooking MessagesBase: Those Who Recalled Ad N = 178 • 24% Plan to change their behaviour • 23% Say it is unlikely they will look into it any further • 22% have already changed their behaviour • 22% plan to find out more about this issue in the near future.
Key Findings: Cooking Advertisement Recall of the cooking radio advertisement was slightly higher in NI but not significantly so, but wave on wave NI performance is much improved. One in five adults (22%) can recall the cooking campaign. While the cooking campaign is very well received, it is not thought to be new news which could be aspirational response in relation to what may be seen as a known topic. Perhaps a slight pattern is emerging, this should be monitored on future waves Consequently, almost one in four are unmoved by the campaign. Just one in five changed behaviour and a similar proportion plan to find out more in the near future.
Awareness of Temperature Stick Radio AdvertisementBase: All Respondents N=803 YES NO NO YES YES NO I.O.I R.O.I N.I
Rating of Temperature Stick MessagesBase: Those Who Recalled Ad N = 160 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 to Temperature StickBase: Those Who Recalled Ad N = 160 • 27% Plan to change their behaviour • 25% have already changed their behaviour • 21% Say it is unlikely they will look into it any further • 20% Plan to find out more about this in the near future
Key Findings: Temperature Stick Overall one in five adults are aware of the temperature stick campaign. The significant uplift in NI could be attributed to new station and/or increased spend. There was a slightly more muted rating of temperature stick than cooking in relation to capturing your interest and delivering a relevant message though this is not a negative as it is a targeted seasonal campaign. Indicative of how well the ad has been received is the fact that one in four (25%) have changed their behaviour. However, possibly indicative of targeting, one in five (21%) say it is unlikely they will seek more information.
Radio Advertising Awareness (Aided)Base: All Having Recalled Any Radio Over Time ROI NI ST7 ST5a ST4 ST3 ST2 ST1 Overall performance on radio is excellent however, in the earlier wave NI over time has significantly under performed compared to ROI . What is interesting to note is the increase in awareness from ST5 onwards. While most recently could be related to the presence of additional radio stations in NI (U105, and seven fm).
Spontaneous awareness of Till Receipt Initiative Base: All Respondents N=803 I.O.I All that recalled advert on receipt ROI Tesco 23% Dunnes Stores 15% Supervalu 13% Superquinn 25% NI Tesco 9% Sainsbury 0% Yes No
Incidence of using helpline number for Temperature StickBase: All Who recall the Temperature Stick 9% • Gender: • Male 12% • Female 7% • Age: • 15-24 9% • 25-34 6% • 35-49 11% • 50-64 11% • 65+ 11% Yes 9% 91% No
Rationale of not using the helpline numberBase: Those Who Did Not Use Helpline Number N = 675 I feel very confident that I know how to cook a burger or sausage I do not like calling helplines I already have and use a temperature stick/ meat probe Fear of ending on a database Not concerned about food safety Other Don’t Know
Key Findings: Helpline Number Just under one in five adults can recall seeing this initiative. What is interesting to note is the far reaching aspects of the campaign in terms of other supermarket shoppers claiming awareness. Recall among Superquinn shoppers is especially interesting as it is significantly higher than the average recall and marginally higher than Tesco shoppers recall. This would suggest dual shopping locations for household shopping. Essentially stores are being selected on convenience, product range and content. Of those who are aware of the campaign, just under one in ten who recalled the initiative have used the number, which gives a minimum of 48,000 possible callers. Where as just 1% of the population or 3000 adults actually did pick the phone to make a call. Core knowledge is the principle reason for not using the number followed, albeit not closely, by a dislike of calling helplines.
Awareness of Summer BBQ PRBase: Those Who Recalled Campaign N = 161 Treats Campaign ST 6 BBQ Campaign ST 7 Base: Those Who Recalled Campaign N = 161 Safefood Yes 22 Food Safety Promotion Board Other No Safefood/ Food Safety Promotion Board No Base: IOI (803)
Key Findings: Summer BBQ Campaign Effective cut through for safefood from this effective PR campaign is achieved in one of four recalling the piece (27%). Overall those aware tend to attribute the source to the correct body, even if the labelling may not be fully correct! PR cut through on safefood items holds constant from wave one. An excellent situation for any brand and strong testament to careful planning and placement
Predominant Reasons for Eating BeefBase: All IOI Respondents Who Eat Beef N=611 It’s a meat I really enjoy It tastes really good I think it is good for me It something I have eaten since I was a child It is a very good source of iron It’s a very good source of protein It allows me variety in my diet It is a very good source of B vitamins Other ROI NI 47% 43% 35% 51% 29% 9% 22% 13% 20% 8% 17% 8% 16% 10% 8% 1% 5% 1%