Henry Colbeck Limited

1. Henry Colbeck Limited  Presentation to Henry Colbeck Limited Board of Directors 8th July 2008

2. Encourage people to eat fish and chips Highlight the nutritional values of fish and chips relative to other fast food options Your Objectives

3. To run a three week commercial airtime campaign right across the day on Big City FM and AM stations, to reach as many adults as possible To use a creative message which will encourage people to eat fish and chips and highlight the nutritional values of fish and chips relative to other fast food options To back up the airtime campaign with a fun and interactive promotion which engages with the listener and encourages them to think about why they love the nations favourite fast food! To back up the on air activity with the detail published on our websites in a micro site and communicated via a fun and interactive game To research listeners awareness of the key messages pre and post campaign To ultimately increase sales of fish and chips Our Solution

4. The Solution ‘Catch of the Day’ with Henry Colbeck To celebrate our love of Fish and Chips we asked our loyal listeners to give us a their personal catchphrase for this great national dish! Listeners were directed online via pre recorded promotional trails, which carried Henry Colbecks key messages, to complete their entry for the chance to win a cash prize. The catchphrase which our station believed to be the best to befit our national treasure won an instant cash prize. Listeners were also given the chance to play the ‘The Flying Fish game’ online game and pit their gaming skills against friends and colleagues as they tried to catch as many fish in the net as they could. This competition caught the imagination of our listeners and got them thinking about why Fish and Chips are our national favourite. The online game was a chance to further endorse the key messages and will engaged listeners with the product in a light hearted way. It appealed especially to the younger market who are very receptive to new online games.

5. Online Game

6. Winning Catch Phrases "Every day can be a fry day“ “Delicious fish and chips - make sure you get your quota” “Come on over to my plaice!” 'FISH AND CHIPS eFISHently nutritious and Omegabrilliant 4u Mmmm lick your lips for tasty fish and chips For Lickin lips.....its FISH 'N' Chips!!!

7. What did it sound like? Promotional Trail Advert Selection Forth 1 Live Read Forth 2 Live Read

8. In Conclusion • The three week advertising campaign reached over 3.5 million people who on average heard your message 8.5 time. • In addition, the promotion reached nearly 1.6 million people who on average heard your message 3.3 times

9. Background of research • 100 interviews were carried out on street locally in Aberdeen (Northsound), Dundee (Tay), Glasgow (Clyde), Edinburgh (Forth), Newcastle (Metro), Teeside (TFM), Leeds (Aire) and Hull (Viking) areas in 2 rounds (Pre campaign then Post campaign). • In all instances we asked 50 Men and 50 Women in each area. • We were also interested to find out if people had children in their household and the splits were as follows, overall it was a 50/50 split: • Aberdeen – Pre (55%), Post (40%) • Dundee–Pre (54%), Post (43%) • Glasgow – Pre (64%), Post (57%) • Edinburgh – Pre (33%), Post (36%) • Newcastle – Pre (30%), Post (34%) • Teeside – Pre (56%), Post (46%) • Leeds – Pre (-), Post (53%) • Hull – Pre (32%), Post (30%)

10. Profile of all respondents: % of respondents Source: Total Street Surveys

11. Profile of respondents who were listeners:

12. Which of the following have you had in the last 6 months? % of respondents Source: Total Street Surveys

13. Frequency and when people eat takeaway foods:(Total Sample) Eaten at least once a fortnight, on no set day at lunchtime Eaten a couple of times a month on a Friday teatime/in the evening Eaten a couple of times a month on a Saturday at teatime/in the evening Eaten a couple of times a month on no particular day and mostly at lunchtime or in the afternoon Kebabs are more likely to be eaten late at night on a Saturday and are consumed less often than once every 3 months. Eaten at least once a fortnight on a Saturday at teatime/in the evening Eaten at least once a month and mostly at teatime or in the evening on a Friday or Saturday Source: Total Street Surveys

14. How healthy do you think the following types are: (Total) 3.5 Average Score out of 5 for healthiest where 1 is most healthy Source: Total Street Surveys

15. How many calories? (Total) % of respondents Source: Street Surveys

16. Which of the following would you say fits the description? (Total) The association of Fish and Chips and the description of it’s fat content and no added colours or preservatives has increased by 8 percentage points between pre and post campaign % of respondents Source: Total Street Surveys

17. Do you consume the following more or less than 12 months ago? (Total Sample) % of respondents Source: Total Street Surveys

18. Are you aware of any advertising for the following types of takeaways in the last month? (Total) % of respondents Source: Total Street Surveys

19. Looking in particular at Fish & Chip shops have you seen/heard any advertising on?: (Total) % of respondents Source: Total Street Surveys

20. Respondents who had said they had heard the recent adverts about fish & chips on our stations? (Total) % of respondents Source: Total Street Surveys

21. Web Research

22. Profile of all respondents: % of respondents Source: Online web competition

23. How often do you visit a Fish and Chip shop? % of respondents Source: Online web competition

24. Given the information on this website would you eat Fish and Chips more often? % of respondents Source: Online web competition

25. To conclude • Fish & Chips are the most popular takeaway eaten in the last 6 months by respondents • Average score for healthiness out of 5 decreased from 3.9 out of 5, pre campaign, to 3.7 out of 5, post campaign (3.5 for those who heard the radio activity) • Shift in perceptions in terms of calorie content of Fish & Chips • An uplift in the number of respondents fitting Fish and Chips with the description: “has 9.42 g of fat per 100g and no added colours or preservatives” • 10.8% of respondents eating more Fish and Chips than 12 months ago • 19 point increase in awareness of general advertising for Fish and Chip Shops with Radio seeing a 30.1 point lift

26. Executive Summary • The popularity of Fish and Chips is very strong in all areas we surveyed, in a world of ever increasing competing forces, both in the takeaway food market and general shift in people’s eating patterns and financial positions. • The main aim of the campaign for Henry Colbeck was to drive home the health benefits of Fish and Chips when it came to ranking the takeaway foods on a scale of 1 to 5 Fish and Chips was joint 2nd (with Chinese) in terms of healthiest, behind Subway. For those that said they had heard the radio campaign the health score is even lower than that of all respondents. All respondents post campaign gave a score of 3.7 while those who had heard the activity gave a health score of 3.5 out of 5 ranking it ahead of all other forms of takeaway, except Subway (scored 2.9 out of 5) • We also recorded a jump in the level of respondents who matched Fish and Chips to the health description from 27% to 34.5%, therefore I think we can say that the main objective has been achieved. • In terms of the perception of the calorie content of Fish and Chips it is interesting to see the shift in the number of people who thought there were 300-600 calories (Pre – 16%, Post – 21%) and those that thought there were over 1000 calories (Pre – 15%, Post – 11%) or 900-1000 (Pre – 23%, Post 17%). • Looking at the awareness figures for advertising for Fish and Chips, it total, it is encouraging to see that the figures jumped from 37% awareness pre campaign to 56% post activity. Radio is the medium to post the greatest jump with a pre activity awareness figure of 7.6% to 37.7% post campaign, compared to a drop in the number of people who had noticed leaflets and posters. • In terms of the campaign delivered by our stations in the shift in recalling ads for Fish and Chips on our stations has increased remarkably from 13% pre campaign to around 1 in 3 of all respondents after the burst of advertising and promotional activity Source: Combined Street Surveys

27. In Summary – North Scotland • The popularity of Fish and Chips is very strong in the North of Scotland and it is the most popular of all the takeaway foods asked about. • 2 out of 3 respondents eat Fish and Chips in the area at least once a month with teatime/evening the most common time to consume the food and usually on Friday. • In the North of Scotland Fish and Chips was rated 3rd in terms of healthiness behind Subway and Chinese with an average score of 3.9 out of 5. This dropped from a score of 4.1 out of 5 pre campaign, while the health ratings for Pizza and Kebabs increased. • In terms of the perception of the calorie content of Fish and Chips it is interesting to see the shift in the number of people who thought there were 300-600 calories (Pre – 7%, Post – 20%) and those that thought there were over 1000 calories (Pre – 22%, Post – 14%). • Looking at the awareness figures for advertising for Fish and Chips in the area it has increased by 7 points to 39% of all respondents. Radio is the major contributor of this jump with a 31 percentage point jump to 42% of all respondents noticing advertising for Fish & Chips on radio • In terms of the campaign delivered by our stations in Dundee and Aberdeen the shift in recalling ads for Fish and Chips on our stations has increased remarkably from 16% pre campaign to just under half of respondents (47%) Source: Combined Street Surveys

28. In Summary – Central Scotland • In Central Scotland Fish & Chips was not the most popular type of takeaway food eaten in the last. The most popular type was Chinese, then McDonalds very Closely followed by Fish and Chips. • 40% of respondents in Central Scotland eat Fish and Chips at least once a month. • The average score health rating for Fish and Chips remained the same, at 3.8, pre and post campaign and was rated the second healthiest type of takeaway food post campaign but had been rated third healthiest pre campaign. Subway was the type of takeaway food rated as the healthiest in the Central Scotland region. It is also important to note that while the health rating may not have dropped for Fish and Chips it did rise for 5 of the 9 types we asked to rank (Kebabs, KFC, Pizza, Burger King and McDonalds) • While more respondents matched the key description to Subway over Fish and Chips the number of respondents who did match it to Fish and Chips rose from 25.4% to 34.8% the gap did narrow between Subway and Fish and Chips. • The awareness of any advertising for Fish & Chips has increased from 38.8% to 50.6% with radio in particular seeing a 30 point increase. Posters also saw a rise here and these may be tied to the posters that were made to tie in with the promotion and placed in local outlets. • In terms of our stations Radio Clyde posted a 35.2 percentage point increase in awareness of advertising while Radio Forth saw a 10 point lift in awareness. Source: Combined Street Surveys

29. In Summary – North East • Fish and Chips is by far the most popular type of takeaway food eaten in the region in the last 6 months with just under 80% of respondents saying they had eaten Fish and chips in the last 6 months. • 2 out of 3 respondents said that they eat Fish and Chips at least once a month and this again illustrates the popularity of the dish in the region. It is most likely to be consumed in the evening although and is very popular on a Friday, although a strong proportion did also say that they had no set day when they ate Fish and Chips. • When it came to scoring the different types of takeaway foods Fish and Chips was given an average score of 3.7 out of 5 pre campaign and this dropped to 3.6 post campaign compared with a 3.9 scoring for Pizza’s and 4.3 for KFC but is still quite far behind the 3.1 given for Subway. Respondents did, however, rank Chinese higher. • When it comes to the description again we saw a great uplift pre and post research. Pre activity 30.8% of respondents thought that Fish and Chips matched the description, post campaign this lifted to 40% and was head and shoulders above Subway, which has been attributed to the description in other areas. • In terms of advertising awareness, previously half of the respondents had been exposed to some form of advertising for Fish and Chip outlets and mostly via leaflets or posters and then newspapers. Post activity the general awareness figure rose to 77.1% and is in fact higher than awareness of advertising for KFC, Pizza, Subway and Burger King. Looking specifically at Radio the awareness figure has jumped from 7.2% to 42.9% with a drop in the number of respondents noticing leaflets or posters. Source: Combined Street Surveys

30. In Summary – Yorkshire • In Yorkshire Fish and Chips is, marginally, the most popular of all the types of takeaway foods eaten in the last 6 months with 58% of all respondents eating Fish & Chips in the last 6 months. • Looking at the average health score for Fish and Chips this dropped from 4 out of 5 pre campaign to 3.6 out of 5 post campaign. Pre campaign Fish and Chips were ranked joint 3rd in terms of health and after the burst of activity on our stations in the area Fish and Chips jumped to joint second place behind Subway in terms of healthiness. • After reading out the description which matched the radio creative used in the on air activity a quarter of respondents matched Fish and Chips to the description, making it the most popular option. • Looking at calorie content as an alternative measure it is good to see that pre campaign 20% of respondents thought Fish and Chips contained more than 1000 calories and 25% thought they contained between 900-1000 calories, post campaign this dropped to 12% for 1000+ calories and 19% for 900-1000 calories. Meanwhile the number of respondents that thought Fish & Chips had 300-600 calories increased from 17.9% to 18.6% and the number of respondents who guessed 600-900 jumped from 25% to 29.3%. • When it comes to the advertising awareness question in the Yorkshire area we have noticed a 32.1 point jump in pre and post awareness in general advertising for Fish & Chips and a 25.7 percentage point jump for radio advertising in the area. • For Viking FM the radio activity has proven to be really successful with a pre campaign awareness level of 2% and a post campaign awareness of 29.2%. Source: Combined Street Surveys