1. Amárach Safetrack Wave 2 Advertising and Corporate Image Tracking Research Wave 2 Prepared by Amárach Consulting February 2004

2. Project Structure ……Methodology Overview 1.Spontaneous Awareness & Associations 2.Advertising Awareness 3.Advertising Effectiveness 4.Food Preparation and Attitudes Towards Safe Eating 5.Hygiene Matters 6.General Food & Health Concerns 7.Key Sources of Information 8.Safefood Brand Development 9.Interim Conclusions

3. Wave 2 – Methodology Overview Total Number of Interviews (ST 2 863) (Booster of 15-19 year olds presented in separate document) (ST 2 536) (ST 2 327) Sample - Nationally representative - Adults aged 15-74 Fieldwork - In-home face to face interviews - 52 sampling points in ROI & - 42 sampling points in NI Note: A new question that hasn’t been asked before is denoted by RoI NI Benchmark – Jan 2003 ST1 - May 2003

4. Section 1. Spontaneous Awareness & Associations

5. Totally Spontaneous Awareness Q.1 Best Company / Organisation for Making Consumers Think More Seriously About Food Safety – Top 6 AgencyIOI BM 1IOI ST 1IOI ST 2 Safefood-12%18% Dep’t of Health20% 14% Bord Bia14%12%10% Health boards6%7%4% Food Safety Authority10%5%3% Health &Safety authority7%-2% Bases:900827863

6. Totally Spontaneous Awareness Q.1 Best Company / Organisation for Making Consumers Think More Seriously About Food Safety – Top 6 AgencyROI BMROI ST 1ROI ST 2 Safefood3%15%20% Dep’t of Health20%21%17% Bord Bia18%16%12% Health boards-7%5% Food Safety Authority11%6%3% Health &Safety authority8%-1% Bases:421356337 RoI

7. Spontaneous Awareness Q.1 Best Company / Organisation for Making Consumers Think More Seriously About Food Safety – Top 6 AgencyNI BMNI ST 1NI ST 2 Safefood6%9%14% Dep’t of Health18%20%5% Government8%-5% Food Standards Agency7%8%4% Health &Safety authority-4%3% Tesco5%2% Bases:176152141

8. Spontaneous Association - Food Safety Q.2 What one organisation/company or otherwise would you most associate with Food Safety in terms of their promotion in this area – Top 6 AgencyIOI BMIOI ST 1IOI ST 2 Safefood7%13%16% Dep’t of Health19% 13% Bord Bia13%10% Health Boards-6%5% Food Safety Authority9%6%4% Health &Safety authority8%-1% Bases:598430516

9. Spontaneous Association - Food Safety Q.2 What one organisation/company or otherwise would you most associate with Food Safety in terms of their promotion in this area – Top 6 AgencyROI BM 1ROI ST 1ROI ST 2 Safefood7%16%17% Dep’t of Health19%20%14% Bord Bia17%14%13% Food Safety Authority11%7%5% Health boards-6%5% Health &Safety authority9%-1% Bases:430379359 RoI

10. Spontaneous Association - Food Safety Q.2 What one organisation/company or otherwise would you most associate with Food Safety in terms of their promotion in this area – Top 6 AgencyNI BMNI ST 1NI ST 2 Dep’t of Health18%14%12% Safefood9%6%11% Government-10%5% Food Standards Agency4%6%4% Tesco5%-2% Supermarkets6%-- Bases:168203157

11. Spontaneous Association - Healthy Living Q.2 What one organisation/company or otherwise would you most associate with Healthy Living in terms of their promotion in this area – Top 6 AgencyIOI BMIOI ST 1IOI ST 2 Dep’t of Health27%26%25% Health Boards6%12%9% Bord Bia8% 6% GP6%4%3% Food Safety AuthorityN/A 1% Health &Safety authority5%N/A1% Bases:561525516

12. Section 2 Advertising Awareness

13. Television Advertising: Unaided Recall Q.3a Thinking of advertising in the form of TV, which organisations have you seen advertising to consumers in the past six months about Food safety. AgencyIOI BMIOI ST 1IOI ST 2 Safefood/Food Safety Promo. Board18%20%27% Dept of Health/Health Promo. Unit (NI)13%15%10% Food Safety Authority/Food Standards Agency (NI) 10%7% Health & Safety Authority9%8%7% B/B/Irish Food Board9% 6% Bases:901818863

14. Television Advertising: Unaided Recall Q.3a Thinking of advertising in the form of TV, which organisations have you seen advertising to consumers in the past six months about Food safety. AgencyROI BMROI ST 1ROI ST 2 Safefood/Food Safety Promo. Board19%22%29% Dept of Health/Health Promo. Unit (NI)13%17%11% B/B/Irish Food Board12% 9% Food Safety Authority/Food Standards Agency (NI) 11%7%8% Health & Safety Authority11%8%4% Bases:600500536 RoI

15. Television Advertising: Unaided Recall Q.3a Thinking of advertising in the form of TV, which organisations have you seen advertising to consumers in the past six months about Food safety AgencyNI BMNI ST 1NI ST 2 Safefood/Food Safety Promo. Board15%17%22% Health & Safety Authority4%7%12% Dept of Health/Health Promo. Unit (NI)14%12%10% Food Safety Authority/Food Standards Agency (NI) 7% 5% Bases:300318327

16. Radio Advertising: Unaided Recall Q.3b Thinking of advertising in the form of Radio, which organisations have you heard advertising to consumers in the past six months about Food safety. AgencyIOI BM 1IOI ST 1IOI ST 2 Safefood/Food Safety Promo. Board3%11%14% Food Safety Authority/Food Standards Agency (NI) 4% Health & Safety Authority6%4% Dept of Health/Health Promo. Unit (NI)5%8%3% B/B/Irish Food Board4%3%2% Bases:901818863

17. Radio Advertising: Unaided Recall Q.3b Thinking of advertising in the form of Radio, which organisations have you heard advertising to consumers in the past six months about Food safety. AgencyROI BM 1ROI ST 1ROI ST 2 Safefood/Food Safety Promo. Board3%13%18% Food Safety Authority/Food Standards Agency (NI) 5%4%6% Dept of Health/Health Promo. Unit (NI)6%9%4% Health & Safety Authority8%4% B/B/Irish Food Board6%4%3% Bases:600500536 RoI

18. Radio Advertising: Unaided Recall Q.3b Thinking of advertising in the form of Radio, which organisations have you heard advertising to consumers in the past six months about Food safety. AgencyNI BMNI ST 1NI ST 2 Health & Safety Authority1%2%4% Safefood/Food Safety Promo. Board1%7%2% Food Safety Authority/Food Standards Agency (NI) 1%3%1% Dept of Health/Health Promo. Unit (NI)2%4%0% Bases:300318327

19. Key Messages Conveyed based on Unaided Recall – ST 2 Base: Have seen/heard safefood/FSPB advertising in past 6 months A detailed list of all the messages captured is contained in the tabular document supporting this report.

20. TV Advertising Awareness (Aided) Base: IOI –863 ; ROI –536 ; NI - 327

21. TV Advertising Awareness (Aided) Base: IOI – 863; ROI –536 ; NI - 327

22. TV Awareness of Safefood Association Q.5b Do you remember which organisation/company was involved in the advertisement(s) – ST 2 AgencyIOIROINI Food safety promotion board23%24%20% Safefood21%23%17% Safefood, Food Safety Promotion Board 11%12%9% Other5%6%3% Don’t know40%35%52% Bases:570358212

23. TV Awareness of Safefood Association Note that for ST2 & ST1 these are combined scores for Safefood & Safefood/FSPB Caution: ST1 & BM figures represent TV and Newspapers V’s just TV for ST2 Base: St2 IOI –570 ; ROI – 358 ; NI - 212

24. Radio Advertising Awareness (Aided) Base: IOI – 863 ; ROI – 536 ; NI - 327

25. Radio Awareness of Safefood Association Q.6b Do you remember which organisation/company was involved in the advertisement(s) – radio (Unprompted) AgencyIOIROINI Safefood31%30%42% Safefood, Food Safety Promotion Board 23% 25% Food safety promotion board21%23%7% Other26% 23% Bases:24921138

26. Radio Awareness of Safefood Association Base: St2 IOI –249 ; ROI – 211 ; NI - 38

27. Main Messages Communicated by Ads - TV & Radio (Unprompted) Q.7a Main messages being communicated by Safefood's Advertising Campaign - Only answered if respondent recalled the Christmas Ad. Base: IOI –417 ; ROI – 274 ; NI - 143

28. Q.7b Main messages being communicated by Safefood's Advertising Campaign - Only answered if respondent recalled The Office Ad or Kitchen Ad Base: IOI – 547 ; ROI – 356 ; NI - 191 Main Messages Communicated by Ads - TV & Radio (Unprompted)

29. Section 3 Advertising Effectiveness

30. Rating of Advertisements (good/v.good) Q.8b Rate these ads in terms of the following… IOI FridgeChristmasOffice Really Capturing your interest57% 65% Delivering a message of relevance to you 60% 66% Telling you something you didn’t know already 45%41%46% Getting the point across in a clear way62%61%67% Being hard hitting56%50%58% Bases:818863

31. Rating of Advertisements (good/v.good) Q.8b Rate these ads in terms of the following… ROI FridgeChristmasOffice Really Capturing your interest63%60%67% Delivering a message of relevance to you 64%63%70% Telling you something you didn’t know already 48%43%48% Getting the point across in a clear way67%63%70% Being hard hitting60%52%60% Bases:500536

32. Rating of Advertisements (good/v.good) Q.8b Rate these ads in terms of the following… NI FridgeChristmasOffice Really Capturing your interest43%50%61% Delivering a message of relevance to you48%53%56% Telling you something you didn’t know already 38%36%41% Getting the point across in a clear way49%56%60% Being hard hitting44%46%51% Bases:318327

33. Influencing Behaviour Q.9 Which of these statements best reflects your view about these advertisements? IOI-BM 1IOI-ST 1IOI-ST 2 It made me think more about food safety and I have already changed my behaviour as a result of the ad 26%31%21% It made me think more about food safety and I plan to change my behaviour as a result of the ad N/A 20% It made me think more about food safety but it is unlikely I will look into it any further 18%10%13% Base: Full base for each wave

34. Influencing Behaviour Cont’d Q.9 Which of these statements best reflects your view about these advertisements – Cont’d IOI-BM 1IOI-ST 1IOI-ST 2 It made me think more about food safety and I may look into this issue at some stage 18%23%12% It made me think more about food safety and I plan to find out more about this issue in the near future 23% 11% Its unlikely that I will look any further into the issue 8%9%10% Base: Full base for each wave

35. Section 4 Food Preparation and Attitudes Towards Safe Eating

36. Section 4 This section dealt with cooking behaviour, people’s food purchasing behaviour and other food related behaviour. An opportunity was also afforded to Bord Glás to include some questions which are covered in the main report, but for the purpose of brevity are not included here.

37. Section 5 Hygiene Matters

38. Food Hygiene Q.13 Those that are concerned about hygiene in any of the following places IOI-ST 1IOI-ST 2 Take-aways52%59% Restaurants34%38% Cafes31%39% Local Butchers31%38% Sandwich bars30%33% Supermarkets26%37% In the home22%31% In the workplaceN/A22% Base: IOI ST 2 –863; ST 1 827

39. Food Hygiene Impacting Behaviour Q.14 Those who have NOT changed their behaviour in relation to establishments as a result of their concerns relating to poor hygiene. IOI-ST 1IOI-ST 2 In the home73%72% Supermarkets75%71% In the workplaceN/A70% Local Butchers73%62% Restaurants67%62% Sandwich bars32%62% Cafes68%58% Take-awaysN/A43% Base – Those who had not changed behaviour because of hygiene concerns in each of the establishments listed

40. Food Hygiene Impacting on Purchasing Q. 15 Those that have stopped buying in the following places because of hygiene concerns. IOI-ST 1IOI-ST 2 Take-aways69%72% Sandwich bars34%62% Local Butchers42%57% Cafes46%51% Restaurants31%43% In the workplaceN/A29% Supermarkets38%27% Base – Those who are concerned about hygiene in each of the establishments listed & who have changed their behaviour as a result. (IOI ST2 – 89)

41. Hygiene Aspect Causing Concern Q.16 a What aspect(s) of hygiene concerned you? (IOI) AspectIOI ST1IOI ST2 Cleanliness of premises / kitchen / staff 68%65% Handling of raw meat & cross meat / cross contamination 37%42% Had food poisoning / stomach upset22%39% Standard of food36%35% * Base: Those expressing concern about establishments

42. Section 6 General Food and Health Concerns

43. Concerns about Food Safety Issues Q.19 Level of concern about food safety issues… “I am…” (IOI) IOI BMIOI ST1IOI ST2 …very concerned21%27%26% …quite concerned44%41%44% …neither (un)concerned25%23%21% …not very concerned8%6%...not at all concerned2%3% Bases:IOI BM – 900; IOI ST1 – 827; IOI ST2- 863

44. Concerns about Food Safety Issues Q.19 Level of concern about food safety issues… “I am…” (ROI) ROI BMROI ST1ROI ST2 …very concerned21%28%25% …quite concerned45%39%50% …neither (un)concerned25%24%18% …not very concerned7% 6%...not at all concerned1%2% RoI Bases:ROI BM - 600 ROI ST1 –510; ROI ST2 - 536

45. Concerns about Food Safety Issues Q.19 Level of concern about food safety issues… “I am…” (NI) NI BMNI ST1NI ST2 …very concerned19%22%28% …quite concerned45%47%31% …neither (un)concerned25%22%27% …not very concerned9%4%9%...not at all concerned2%4%5% Bases:NI BM - 300 NI ST1 –317; NI ST2 - 327

46. Other Concerns… % Base: IOI - 863 ; ROI - 536 ; NI - 327 Food Safety!

47. Other Concerns…Cont’d % Base: IOI - 863 ; ROI - 536 ; NI - 327

48. Causes of Obesity in Children Base: IOI - 863 ; ROI - 536 ; NI - 327

49. Tackling Obesity in Children Base: IOI - 863 ; ROI - 536 ; NI - 327

50. Other Concerns about Food Issues Q.21c Those who are concerned / very concerned about the following food issues: IOIROINI Food poisoning56%60%46% Added salt in food39%37%44% Foods high in fats51%54%43% Foods high in sugar40%42%36% The risk of acrylamide in foods21%25%10% Feed given to livestock34%37%26% Bases: IOI ST 2– 863; ROI - 536; NI ST2 -327

51. Section 7 Sources of Information and Perceptions of Responsibility

52. Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous Mentions (IOI) IOI BMIOI ST1IOI ST2 Television (33%)Television (30%)Safefood/FSPB (39%) Dept. of Health (22%)Dept. of Health (30%)Dept. of Health (28%) Supermarkets (22%)N’papers & Mags (20%)Media (19%) Newspaper/Mags (20%)Supermarkets (20%)Food M’facturers (17%) The Government (14%)Safefood/FSPB (20%)Bord Bia (16%) Health & Safety Authority (13%) Food M’facturers ( 17%) Bases:IOI BM – 900; IOI ST1 – 827; IOI ST2- 863 Sources of Information…General

53. Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous Mentions (ROI) ROI BMROI ST1ROI ST2 TV (31%)Dep’t of health (33%)Safefood/FSPB (48%) Dep’t of health (25%)TV (32%)Dept. Of Health (31%) Supermarkets (21%)Bord Bia (22%) N.papers/mags (20%)Safefood (22%)Safefood (21%) Bord Bia (16%)Npapers/Mags (21%)Food Manufacturers (19%) Health & Safety Auth’y (16%)Supermarkets (19%)Media (17%) Bases:ROI BM - 600 ROI ST1 –510; ROI ST2 - 536 Sources of Information…General Represents a significant shift from benchmark where Safefood was ranked 11 th with just 10% spontaneously mentioning it. RoI

54. Q.22a Sources of Information on Food Hygiene, Food Safety & Food Nutrition – Top Six Spontaneous Mentions (NI) NI BMNI ST1NI ST2 TV (37%)TV (26%)Media (22%) Supermarkets (26%)Supermarkets (23%)Dept of Health (20%) N.papers/mags (18%)Health prom’n uni (21%)Local council (19%) Health Promo’n Unit (15%)N.papers/mags (20%)Government (16%) Government (11%)Food manuf’rs (17% )Supermarkets (13%) GP/Practice Nurse (11%)Safefood / FSPB (16%)Food manufacturers (12%) Bases:NI BM - 300 NI ST1 –317; NI ST2 - 327 Sources of Information…General

55. Q. 22c Looking at these possible sources of information do you get information from any of these…? (Top Six) (IOI) IOI BMIOI ST1IOI ST2 Television (34%)Television (37%)Dept. of Health (29%) Newspaper/Mags (24%)N’papers/Mags (29%)Media (26%) Dept. of Health (23%)Dept. of Health (26%)Safefood/FSPB (22%) Supermarkets (23%)Safefood/FSPB (25%)Safefood (18%) * Bord Bia (17%)Supermarkets (21%)Food Manu’ftrs (18%) Health & Safety Authority (17%) Bord Bia (20%)Government (17%) Bases:IOI BM – 863; IOI ST1 – 827; IOI ST2- 863 * Multiple responses possible Sources of Information - Prompted

56. Q. 22c Looking at these possible sources of information do you get information from any of these…? (Top Six) (ROI) ROI BMROI ST1ROI ST2 TV – 35%TV – 39%Dept of Health (32%) N.papers/mags – 27%Dep’t of health – 30%Safefood/FSPB (28%) Dep’t of Health – 24%N.papers/mags – 29%Media (25%) Bord Bia – 24%Safefood – 28%Bord Bia (22%) Supermarkets – 24%Bord Bia – 28%Safefood (21%) * Health & Safety Auth – 19%Supermarkets – 20%Food Manufacturers (20%) Sources of Information - Prompted Bases:ROI BM - 600 ROI ST1 –510; ROI ST2 - 536 * Multiple responses possible RoI

57. Q. 22c Looking at these possible sources of information do you get information from any of these…? (Top Six) (NI) NI BMNI ST1NI ST2 TV – 33%TV – 30%Media (28%) Health promo’n unit – 22%N.papers/Mags – 27%Dept of Health (21%) Supermarkets – 20%Supermarkets – 23%Local council (20%) Safefood FSPB – 18%Safefood FSPB – 19%Government (16%) Government – 18%Local Coun’l/Auth’y–18%Supermarkets (13%) N.papers/mags–16%Health promo unit – 17%Food manufacturers (13%) Sources of Information - Prompted Bases: NI BM - 300 NI ST1 –317; NI ST2 - 327

58. Q. 22d Which of these sources of information do you consider to be the most trustworthy…? (Top Six) (Asked which was most reliable in BM & ST2) IOI ST2ROI ST2NI ST2 Safefood/FSPB (21%)Safefood/FSPB (27%)Safefood FSPB (9%) Dept. of Health (21%)Dept. of Health –(24%)Health Promo’n Unit (15%) Safefood (17%)Safefood –(20%)Media (10%) Medical Professions (15%)Medical Professions (13%) Food Standards Agency (19%) Food Safety Authority (11%)Bord Bia (10%)Government (8%) Media (10%) GP/Practise Nurse (18%) Health & Safety Auth’th (8%)Health & Safety Auth’th (10%)Local council/Auth’ty (11%) Bases:IOI - 863; ROI - 536; NI - 327 Sources of Information - Trustworthiness

59. Organisations Associated with Food Issues Q. 23 a “Which of the following would you associate with food issues in some way?” (Prompted) OrganisationIOIROINI Safefood/Food Safety Promotion Board (NI)65%72%48% Department of Health54%56%48% Food Safety Auth’y of Ire/Food Stds Ag (NI)50% 51% Bord Bia/Irish Food Board47%63%9% Health & Safety Authority39%48%19% Department/Ministry of Agriculture (NI)29%31%25% Bases:IOI – 863; ROI - 536; NI - 327

60. Organisations Associated with Food Issues Q. 23 a “Which of the following would you associate with food issues in some way - continued… “ (Prompted) OrganisationIOIROINI Consumers Association and/or other con’r org’ns 23%26%15% Local Council/Local Authority (NI)21%14%37% Bord Glas19%26%1% Office of Dir of Consumer affairs13%17%5% European Commission13%15%- Bases:IOI – 863; ROI - 536; NI - 327

61. Setting Standards for Food Safety - IOI Bases:IOI BM – 863; IOI ST1 – 827; IOI ST2- 863

62. Setting Standards for Food Safety cont… Bases:IOI BM – 863; IOI ST1 – 827; IOI ST2- 863

63. Section 8 Safefood Brand Development

64. Logo Recognition Bases:IOI ST2 – 863; ROI ST2 - 536; NI ST2 - 327

65. Describing Safefood… Q. 26 …Looking at the following list of words / phrases which three do you think best describe Safefood … (IOI) Select TenIOI BMIOI ST1IOI ST2 Knowledge35%32%30% Factual30%29%24% Trustworthy20%27%30% Reliable20%24% Efficient17%23%25% Relevant22%20%17% Confident12%17%14% Honest14%17%21% supportive12%15% Friendly17%9%7% Bases:IOI BM – 863; IOI ST1 – 827; IOI ST2- 863

66. “Evaluating” Safefood Bases:IOI ST1 – 827; IOI ST2- 863

67. “Evaluating” Safefood Cont’d… Bases:IOI ST1 – 827; IOI ST2- 863

68. “Evaluating” Safefood continued… Bases:IOI ST1 – 827; IOI ST2- 863

69. Thank You Amárach Consulting 37 Northumberland Road Dublin 4 (T) +353-1- 660 5506 (F) +353-1- 660 5508 (w) www.amarach.com