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  • FSW 14

' Don't Wash Raw Chicken! '

Client: Food Standards Agency
Brand: Food Safety Week 2014

The challenge
Campylobacter is the most common cause of food poisoning in the UK, affecting an estimated 280,000 people a year. Most cases come from raw poultry. It can cause severe pain, sickness and diarrhoea and at its worst, it can kill. Kindred was appointed to inform people of the risks of campylobacter and how it can be avoided during the FSA’s annual Food Safety Week.

Audience insight
FSA research told us that over a third of people always wash raw chicken before cooking it, yet doing so can result in cross-contamination through the splashing of water droplets, spreading campylobacter. Unlike other well-worn food safety advice, not washing chicken is a message that many people weren’t aware of. To launch Food Safety Week, we therefore issued a direct call from the FSA for the public to stop washing raw chicken.

Alongside this, we sourced three high-impact stories that would be of interest to the media and our target audiences, and created feature packages and films. We also worked closely with the FSA’s social media team to encourage journalists, bloggers and other influencers to tweet, driving conversations, and ran a journalist event to teach them about campylobacter.

Results
‘Don’t wash raw chicken’ achieved widespread coverage at the start of Food Safety Week including Radio 4’s Today Programme, BBC Breakfast and Good Morning Britain. In total, we generated over 600 pieces, including over 450 broadcast and 30 in national press. The case study film has been viewed over 47,000 times to date, with no paid-for seeding.

On social media, 76 top Twitter users shared the ‘don’t wash’ message, including Gordon Ramsay, Lorraine Pascale, BBC Breakfast and all of the major food retailers. A pre-launch Thunderclap campaign reached 1,270,000 people.

Coverage reached 64% of UK adults. 85% of pieces included the ‘don’t wash’ message. It was the most shared story on BBC online on launch day and XFM’s breakfast show asked listeners for raw chicken playlist requests. Campaign terms were mentioned 10,625 times on Twitter, reached 32.6 million people and trended throughout launch day.

There was a 1,553% increase in visits to the FSA’s campaign pages during Food Safety Week, compared to the week before.

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