MPI – New Zealand Food Safety

CLIENT

MPI – New Zealand Food Safety

CAMPAIGN

Food Safety Summer Campaign

TARGET AUDIENCE

Household meal preparers (predominately woman aged between 20 and 49 years) and BBQ meal preparers (predominately men aged 30 plus)

TASK

Create a public awareness campaign to get New Zealanders to participate in the three actions key when safely preparing meals for the friends and family – ‘Clean, Cook, Chill’. Also, to visit the landing page for further information about Campylobacter.

INSIGHT

Campylobacter is a significant problem in New Zealand. Most people believe that food at home is safe, and that they are more likely to get ill when eating food prepared by others. However, it’s estimated that approximately half of all cases are caused by unsafe food handling practices in the home.

Food Safety NZ has a five-year performance target in place to reduce the number of human cases by 10 percent – from 88.4 cases in 2014 to 79.6 cases per 100,000 by the end of 2020.

STRATEGY

The campaign strategy was structured around three objectives, which were:

  • Get consumers to participate in the clean, cook, chill actions.
  • Reduce the number of Campylobacter cases following this campaign.
  • Make the clean, cook, chill action a regular habit without people needing to be prompted.

As most people believe they already have good food safety skills, we had to come up with creative that had energy and a strong personality. We used an emoji text message execution which was simple, humorous and engaging.

During the summer months many people like to entertain guests with dinner parties and BBQ’s – and making guests sick from your own cooking can be pretty embarrassing! So, drawing on this emotive response, the campaign focused on the implications of giving your guests and friends food poisoning.

This multi-channel campaign included Google Ad search, digital, radio, print and ambient/out of home which targeted our primary audience of main household preparers and BBQ’ers. The out of home creative was placed in key spots in popular holiday areas around the country.

RESULTS

Digital and mobile channels provided over 6 million impressions and just over 14,000 clicks to the Clean, Cook, Chill landing page at a click through rate of 0.22%. The digital activity also achieved a very low bounce rate of just 13.3%.

Broadcast radio activity reached 52.5% of all males 30+ (712,373) and 50.6% of all females 20-49 (520,421). This out-performed our original estimated reach of 39.8% of all males 30 plus and 40.7% of females between the ages of 20 and 49 years.

Contact us if you want to find out more about how we developed this Food Safety campaign, and how we might help your business achieve both short and long-term objectives.