Food Standards Agency: Partnership Marketing Campaigns

The brief

Since 2014, we have been working with the Food Standards Agency (FSA) Communications as a blended team to engage consumers via third-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-created messaging and content, defined target audiences, as well as managed all partner contact.

More recently we have been supporting the FSA with stakeholder engagement and messaging to food businesses in the context of the new market and the future role of Food Standards.

Our approach

We built an engaged network of over 140 partners, from national supermarkets, and commercial brands, to charities and membership bodies – including big-name organisations such as Disney and Sainsbury’s. Our work means that the FSA now reaches over one million citizens. Partnership activity revolves around big themes such as Food Safety Week’s focus on campylobacter and seasonal themes such as how to BBQ burgers. In addition, we worked hand-in-hand with their team and wider agencies to develop one-off campaigns from scratch, including ‘Here to Help’ in response to Covid-19 and #SpeakUpForAllergies tarageting young people. 

Example outcomes of the drive to halve cases of campylobacter poisoning:

  • 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 were 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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