Henry Colbeck Limited

1
Henry Colbeck Limited 

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

2
Your Objectives

• Encourage people to eat fish and chips
• Highlight the nutritional values of fish and
  chips relative to other fast food options

3
Our Solution

• 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

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)

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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 its 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

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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 peoples 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 Pizzas 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