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Amárach Safetrack Wave 2

Detailed study on advertising effectiveness and consumer perceptions towards food safety, hygiene matters, and general food concerns. Includes methodology, key findings, and recommendations.

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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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