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EAT MORE VEGHow advertising can increase the consumption of vegetables
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We don’t eat enough
THE PROBLEM:
80%KIDS
95%TEENS
80%ADULTS
VEGETABLES
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FOOD ADVERTISING:
For every £1 spent on advertising fruit & veg (£16m/year)£17.50 is spent on advertising soft drinks, confectionary & snacks (£251m)
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£63m
£44m
£43m
£32m
£24m
FOOD ADVERTISING:
Big food companies spend big sums on advertising as it drives sales
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The great berry boost
British Summer Fruits £300,000 per year advertising spend over 15 yearsSales increase from £113m to £1.2bn (10x growth)
CASE STUDY:
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VEGETABLETHE BIG IDEA:
the brand marketing manager for vegetablesMARKETING BOARD
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MISSION:
To use a wide range of marketing and advertising techniques to encourage people to consume more vegetables
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ADVERTISING TV, radio, print, outdoor and online to grow awareness
DIGITAL Websites and mobile apps to engage directly with customers
SOCIALCreate direct engagement, spread ideas and interact
CONTENT Create content ideas which can spread over social channels such as recipes, memes, games or competitions
EVENTSAssociate with popular events and spread the word
SAMPLING Often used at events to encourage people to try new things
PUBLICITYWorking with the press to create stories around veg and make sure veg is well represented in recipes and health content
INFLUENCEREncourage influencers such as vloggers to promote veg
RETAILWork with retailers to include veg in their seasonal promotions and to increase retail presence, offers and promotions
PROMOTIONSCompetitions, price promotions and collector mechanics
PLACEMENTFeaturing of vegetables in non-news media such as kids shows, soap operas and games
ENDORSEMENTSRecruit celebrities to endorse
vegetables
HOW: How does a brand manager grow their product?
A full multi-channel product re-launch to inspire everyone to enjoy more vegetables
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PROGRESS SO FAR:
The Vegetable Summit 2017, London, Cardiff & Edinburgh450 attendees40 pledges to help people eat more vegVeg advertising competitionWinner in 5,000 locations nationwide
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SUPPORT:Jamie OliverHugh Fearnley–WhittingstallJohn HegartyNational Farmers UnionBritish Growers AssociationAgriculture & Horticultural Development BoardLONDON AdvertisingFood FoundationNourish ScotlandFood Sense WalesWWFLiving Loud
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Peas Please brings together farmers, retailers, fast food and restaurant chains, caterers, processors, civil society organisations and government departments with a common goal of making it easier for everyone to eat veg.
BACKGROUND:
8 work streams across the whole system
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Structure: Independent NGO
Culture: Brand marketing
Team: Full time executive and admin Full time multi-channel brand management
Management: Full time Chief ExecutivePaid Part-time ChairDiverse stakeholder board
Funding: £1-5m per annum sustainable funding1p for every £10 veg sold = £6m/yearRetails | Producers | GovernmentMedia | Advertising
LONG TERM VISION:
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Structure: Affiliated to Food Foundation
Team: Part-time executive DirectorVolunteer Chair & board
Funding: £100,000 seed funding likely to come from foundations, growers and government
Goals: Deliver proof of concept marketing project(s) Build wide consortium of supportCollaboration with existing grower marketingDefine long term KPIsSecure second stage growth fundingIdentify long term sustainable fundingExternal stakeholder management
NEXT STEPS 2018
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FOR MORE INFORMATION:
Anna Taylor, Executive DirectorThe Food [email protected]+44 (0) 203 291 3971
www.foodfoundation.org.uk/peasplease/
@FoodFoundationUK
@Food_Foundation
#PeasPlease #VegPower