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Amárach Safetrack Wave 2

This report presents Wave 2 of the Advertising and Corporate Image Tracking Research conducted by Amárach Consulting in February 2004. It includes comprehensive insights into public awareness and associations related to food safety, advertising effectiveness, and attitudes toward hygiene and safe eating practices. With a nationally representative sample of adults aged 15-74, the study assesses spontaneous and aided advertising awareness across various media channels. Key findings and recommendations based on consumer attitudes and behaviors towards food safety and health concerns are highlighted.

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Amárach Safetrack Wave 2

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  1. Amárach Safetrack Wave 2 • Advertising and Corporate Image Tracking Research • Wave 2 • Prepared by • Amárach Consulting • February 2004

  2. Project Structure • ……Methodology Overview • Spontaneous Awareness & Associations • Advertising Awareness • Advertising Effectiveness • Food Preparation and Attitudes Towards Safe Eating • Hygiene Matters • General Food & Health Concerns • Key Sources of Information • Safefood Brand Development • Interim Conclusions

  3. RoI Wave 2 – Methodology Overview • Total Number of Interviews(ST 2 863) • (Booster of 15-19 year olds presented • in separate document) • (ST 2 536) • (ST 2 327) • Sample - Nationally representative - Adults aged 15-74 • Fieldwork - In-home face to face interviews • - 52 sampling points in ROI & - 42 sampling points in NI • Note: A new question that hasn’t been asked before is denoted by Benchmark – Jan 2003 ST1 - May 2003 NI

  4. Section 1. • Spontaneous Awareness & Associations

  5. Totally Spontaneous Awareness

  6. RoI Totally Spontaneous Awareness

  7. Spontaneous Awareness

  8. Spontaneous Association - Food Safety

  9. RoI Spontaneous Association - Food Safety

  10. Spontaneous Association - Food Safety

  11. Spontaneous Association - Healthy Living

  12. Section 2 • Advertising Awareness

  13. Television Advertising: Unaided Recall

  14. RoI Television Advertising: Unaided Recall

  15. Television Advertising: Unaided Recall

  16. Radio Advertising: Unaided Recall

  17. RoI Radio Advertising: Unaided Recall

  18. Radio Advertising: Unaided Recall

  19. Key Messages Conveyed based on Unaided Recall – ST 2 Base: Have seen/heard safefood/FSPB advertising in past 6 months A detailed list of all the messages captured is contained in the tabular document supporting this report.

  20. TV Advertising Awareness (Aided) Base: IOI –863 ; ROI –536 ; NI - 327

  21. TV Advertising Awareness (Aided) Base: IOI – 863; ROI –536 ; NI - 327

  22. TV Awareness of Safefood Association

  23. TV Awareness of Safefood Association Caution: ST1 & BM figures represent TV and Newspapers V’s just TV for ST2 Note that for ST2 & ST1 these are combined scores for Safefood & Safefood/FSPB Base: St2 IOI –570 ; ROI – 358 ; NI - 212

  24. Radio Advertising Awareness (Aided) Base: IOI – 863 ; ROI – 536 ; NI - 327

  25. Radio Awareness of Safefood Association

  26. Radio Awareness of Safefood Association Base: St2 IOI –249 ; ROI – 211 ; NI - 38

  27. Main Messages Communicated by Ads - TV & Radio (Unprompted) Q.7a Main messages being communicated by Safefood's Advertising Campaign - Only answered if respondent recalled the Christmas Ad. Base: IOI –417 ; ROI – 274 ; NI - 143

  28. Main Messages Communicated by Ads - TV & Radio (Unprompted) Q.7b Main messages being communicated by Safefood's Advertising Campaign - Only answered if respondent recalled The Office Ad or Kitchen Ad Base: IOI – 547 ; ROI – 356 ; NI - 191

  29. Section 3 • Advertising Effectiveness

  30. Rating of Advertisements(good/v.good)

  31. Rating of Advertisements (good/v.good)

  32. Rating of Advertisements (good/v.good)

  33. Influencing Behaviour Base: Full base for each wave

  34. Influencing Behaviour Cont’d Base: Full base for each wave

  35. Section 4 Food Preparation and Attitudes Towards Safe Eating

  36. Section 4 • This section dealt with cooking behaviour, people’s food purchasing behaviour and other food related behaviour. • An opportunity was also afforded to Bord Glás to include some questions which are covered in the main report, but for the purpose of brevity are not included here.

  37. Section 5 • Hygiene Matters

  38. Food Hygiene Base: IOI ST 2 –863; ST 1 827

  39. Food Hygiene Impacting Behaviour Base – Those who had not changed behaviour because of hygiene concerns in each of the establishments listed

  40. Food Hygiene Impacting on Purchasing Base – Those who are concerned about hygiene in each of the establishments listed & who have changed their behaviour as a result. (IOI ST2 – 89)

  41. Hygiene Aspect Causing Concern * Base: Those expressing concern about establishments

  42. Section 6 • General Food and Health Concerns

  43. Concerns about Food Safety Issues Bases: IOI BM – 900; IOI ST1 – 827; IOI ST2- 863

  44. RoI Concerns about Food Safety Issues Bases: ROI BM - 600 ROI ST1 –510; ROI ST2 - 536

  45. Concerns about Food Safety Issues Bases: NI BM - 300 NI ST1 –317; NI ST2 - 327

  46. Other Concerns… Food Safety! % Base: IOI - 863 ; ROI - 536 ; NI - 327

  47. Other Concerns…Cont’d % Base: IOI - 863 ; ROI - 536 ; NI - 327

  48. Causes of Obesity in Children Base: IOI - 863 ; ROI - 536 ; NI - 327

  49. Tackling Obesity in Children Base: IOI - 863 ; ROI - 536 ; NI - 327

  50. Other Concerns about Food Issues Bases: IOI ST 2– 863; ROI - 536; NI ST2 -327

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