Food Standards Scotland has embarked on a new “sensory advertising campaign” that will seek to educate consumers about the risk of undercooked chicken during the summer barbecue season.
The government organisation has partnered with media agency Republic of Media and sensory advertising company Adludio to develop a high-impact mobile advert. It sees a specially created mascot – a pink chicken – destroying people’s afternoon on the beach by variously kicking over their sandcastles, stealing their frisbees, and destroying their ice cream cones.
It is all designed to remind consumers that “nothing spoils summer like pink chicken”.
The creative execution, developed by The Union, utilises touchscreen technology that includes an embedded video. Through an intuitive drag gesture on their smartphone, viewers can initiate the video advert, which was conceived to be both informative and fun.
The campaign is being delivered for eight weeks over the summer and will be “weather upweighted”, meaning its visibility is heightened on hotter days, when consumers are more likely to hold a summer barbecue. The ad will principally – but not exclusively – seek to engage with young adult males and teach them about food safety and the risks of undercooking chicken, Adludio said.
By providing a mobile-first creative through Adludio’s proprietary sensory advertising platform, Darwin, Food Standards Scotland has utilised relevance and entertainment as an effective way to communicate with consumers, the London based creative agency added.
Elspeth Macdonald, deputy chief executive for Food Standards Scotland, said: “Research conducted by Kantar Worldpanel identified around half of barbecued food is eaten by people under the age of 34, and is particularly popular with young men. In a similar vein, more than half of this age group consume news online through any device according to Ofcom. Therefore, with this group being our main target audience, ensuring our Nothing Spoils Summer Like Pink Chicken [campaign] has a strong digital presence is paramount to its success.
“As a modern, consumer-focused organisation, FSS’s dedicated team of communications professionals are working alongside mobile specialists, such as Adludio, to engage with and communicate our summer food safety messages effectively to this audience. We know the importance of ensuring content is fit for mobile and this latest FSS touchscreen sensory ad sets the benchmark for contemporary communications.”
Simon Watson, head of digital for Republic of Media, added: “We were looking for a way to raise awareness of this important food safety message with a young male audience that are traditionally hard to engage with. Adludio’s platform provided an intriguing and non-intrusive way to reach and interact with the audience on their mobile devices with a memorable creative. Increased relevance was also brought to the campaign through the agreement of up-weighting activity during days of good weather and weekends, which I believe has aided performance, which has been excellent to date.”
Sensory adverts created through Adludio’s Darwin platform can include standard video, and can be delivered in app or on mobile web programmatically, or through Adludio’s fully managed service.
Adludio co-founder and CMO Howard Kingston said: “FSS are utilising the power of touchscreen technology to drive home a usually dull message in an entertaining and memorable way. Our studies have shown that using the power of touch with mobile video increases brand recall by ten times, and video view through rate by up to three times.”
© FoodBev Media Ltd 2019
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