Food Standards Agency – Food Safety Week 2015

Food Standards Agency – Food Safety Week 2015

The brief

Since 2014, we have been working with FSA Communications as a blended team to engage consumers via 3rd party influencers. Jointly, we developed a partnership strategy to create ‘active consumers’ who know their rights when it comes to food and how to stay safe. Working across multiple campaigns, we co-create the messaging and content, define the target audiences, as well as manage partner contact.

 

Our approach

Social & Local continues to lead the partnerships activity and now manages over 60 active relationships with national supermarkets, trade bodies and commercial brands, high street retailers and charities.

A heavy focus of our partnership activity is the FSA’s annual Food Safety Week. FSW 2015 focused on the risks of campylobacter. We were tasked with reaching at least 1 million citizens via partners, including navigating relationships with the supermarkets who had been criticized by the department for higher than acceptable levels of campylobacter on shop-bought chickens.

 

The results for FSW 2015

  • Co-created ‘The Chicken Challenge’ – a joint consumer-industry drive to halve the number of cases of campylobacter poisoning
  • Secured 16 partners including eight national supermarkets
  • Nearly 5 million people where made aware of the Chicken Challenge through the participation of partners
  • Engaged via digital and social media, in-store media and staff communications
  • Awareness of Campylobacter was 42% among those who recall Food Safety Week activity, compared to 31% among those who did not
  • Contributing to a forecast reduction of around 400 cases, representing economic savings of at least half a million pounds.

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