EAT MORE VEGHow advertising can increase the consumption of vegetables

We don’t eat enough

THE PROBLEM:

80%KIDS

95%TEENS

80%ADULTS

VEGETABLES

FOOD ADVERTISING:

For every £1 spent on advertising fruit & veg (£16m/year)£17.50 is spent on advertising soft drinks, confectionary & snacks (£251m)

£63m

£44m

£43m

£32m

£24m

FOOD ADVERTISING:

Big food companies spend big sums on advertising as it drives sales

The great berry boost

British Summer Fruits £300,000 per year advertising spend over 15 yearsSales increase from £113m to £1.2bn (10x growth)

CASE STUDY:

VEGETABLETHE BIG IDEA:

the brand marketing manager for vegetablesMARKETING BOARD

MISSION:

To use a wide range of marketing and advertising techniques to encourage people to consume more vegetables

ADVERTISING TV, radio, print, outdoor and online to grow awareness

DIGITAL Websites and mobile apps to engage directly with customers

SOCIALCreate direct engagement, spread ideas and interact

CONTENT Create content ideas which can spread over social channels such as recipes, memes, games or competitions

EVENTSAssociate with popular events and spread the word

SAMPLING Often used at events to encourage people to try new things

PUBLICITYWorking with the press to create stories around veg and make sure veg is well represented in recipes and health content

INFLUENCEREncourage influencers such as vloggers to promote veg

RETAILWork with retailers to include veg in their seasonal promotions and to increase retail presence, offers and promotions

PROMOTIONSCompetitions, price promotions and collector mechanics

PLACEMENTFeaturing of vegetables in non-news media such as kids shows, soap operas and games

ENDORSEMENTSRecruit celebrities to endorse

vegetables

HOW: How does a brand manager grow their product?

A full multi-channel product re-launch to inspire everyone to enjoy more vegetables

PROGRESS SO FAR:

The Vegetable Summit 2017, London, Cardiff & Edinburgh450 attendees40 pledges to help people eat more vegVeg advertising competitionWinner in 5,000 locations nationwide

SUPPORT:Jamie OliverHugh Fearnley–WhittingstallJohn HegartyNational Farmers UnionBritish Growers AssociationAgriculture & Horticultural Development BoardLONDON AdvertisingFood FoundationNourish ScotlandFood Sense WalesWWFLiving Loud

Peas Please brings together farmers, retailers, fast food and restaurant chains, caterers, processors, civil society organisations and government departments with a common goal of making it easier for everyone to eat veg.

BACKGROUND:

8 work streams across the whole system

Structure: Independent NGO

Culture: Brand marketing

Team: Full time executive and admin Full time multi-channel brand management

Management: Full time Chief ExecutivePaid Part-time ChairDiverse stakeholder board

Funding: £1-5m per annum sustainable funding1p for every £10 veg sold = £6m/yearRetails | Producers | GovernmentMedia | Advertising

LONG TERM VISION:

Structure: Affiliated to Food Foundation

Team: Part-time executive DirectorVolunteer Chair & board

Funding: £100,000 seed funding likely to come from foundations, growers and government

Goals: Deliver proof of concept marketing project(s) Build wide consortium of supportCollaboration with existing grower marketingDefine long term KPIsSecure second stage growth fundingIdentify long term sustainable fundingExternal stakeholder management

NEXT STEPS 2018

FOR MORE INFORMATION:

Anna Taylor, Executive DirectorThe Food FoundationAnna.Taylor@FoodFoundation.org.uk+44 (0) 203 291 3971

www.foodfoundation.org.uk/peasplease/

@FoodFoundationUK

@Food_Foundation

#PeasPlease #VegPower