Tesco obesity campaign

13
Team „P.A.M.“ Report 13 December 2011 1 Team “P.A.M.” Obesity Report Word count (2,492) Introduction Our group consists of three members, Patrizia, Alicia and Matas, therefore we are called P.A.M. In this report we will elucidate the PR campaign that our group has specially designed for Tesco Supermarket Chain to battle obesity within the UK. The reason why we decided to produce this campaign for Tesco Stores is because TESCO is a leading retailer, operating 2,291 stores around the world and employing 296,000 people. It has grown from a purely UK operation to developing international markets in Ireland, Central Europe and Asia (Datatrade, 2011); therefore TESCO is very influential. We conducted extensive research and found out that the areas mostly affected by obesity/overweightness are north of the country as shown in the figure 2.3. This figure shows the research conducted by NHS on comparison of estimated distribution of obesity rates for local authorities to national average. Furthermore according to Scottish Health Survey (2010) the prevalence of overweight, including obese was 68.0 per cent for men and 61.0 per cent for women. Hence with the help of this secondary research we will be able devise a campaign to help combat this issue. (IC.NHS.UK, 2010)

description

Report about obesity in the UK.

Transcript of Tesco obesity campaign

Page 1: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 1

Team “P.A.M.” Obesity Report

Word count (2,492)

Introduction

Our group consists of three members, Patrizia, Alicia and Matas, therefore we are called

P.A.M. In this report we will elucidate the PR campaign that our group has specially designed

for Tesco Supermarket Chain to battle obesity within the UK. The reason why we decided to

produce this campaign for Tesco Stores is because TESCO is a leading retailer, operating

2,291 stores around the world and employing 296,000 people. It has grown from a purely UK

operation to developing international markets in Ireland, Central Europe and Asia

(Datatrade, 2011); therefore

TESCO is very influential.

We conducted extensive

research and found out that the

areas mostly affected by

obesity/overweightness are

north of the country as shown in

the figure 2.3. This figure shows

the research conducted by NHS

on comparison of estimated

distribution of obesity rates for

local authorities to national

average. Furthermore according

to Scottish Health Survey (2010)

the prevalence of overweight,

including obese was 68.0 per

cent for men and 61.0 per cent

for women. Hence with the help

of this secondary research we

will be able devise a campaign

to help combat this issue.

(IC.NHS.UK, 2010)

Page 2: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 2

OBJECTIVES

To define the outcome of the campaign, to support the strategy, to set the agenda for action

and to set the benchmark against which the programme will later be evaluated it is

important to set sound, realistic objectives that are SMART: specific, measurable,

achievable, realistic and time bound. Objectives can be set at the cognitive, affective or

conative level. Cognitive means related to thoughts, affective is related to feelings and

conative implements behaviour. (Tench and Yeomans 2006, p. 192 - 193)

For the “Beating Obesity Campaign” we elaborated one overall objective that we broke

down to the different three levels:

Overall objective

Raise awareness of healthy eating for the clients of TESCO supermarkets during the entire

year of 2012 to minimise the nation’s unhealthy high-calorie eating habits and the

associated extra costs for the NHS.

Cognitive

Increase awareness of healthy food alternatives available in-store for at least 80% of

TESCO clients by the end of the year.

Inform at least 15% of general public through our PR campaign about positive effects

of eating more fruit, vegetables and food without preservatives and additives by the

end of the year 2012.

Affective

Educate at least 50% TESCO clients about seasonal healthy products available in

stores within 6 months of the PR campaign launch.

Conative

Acquire 15% of people to sign up for the new TESCO Green Card by the end of the

campaign to inspire them to adapt to new healthy eating habits.

STRATEGY

Strategy is the ‘overall concept, approach or general plan’ (Cutlip et al. 2000, p. 378, cited in

Tench and Yeomans 2006, p. 196) on which a campaign is based and the foundation on

which tactics is built. The strategy must be linked directly to the objectives, it must reflect

the audience’s self-interests and must be expressed in simple terms. (Wilcox and Cameron

2009, p. 537)

Page 3: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 3

The issue which has confronted United Kingdom’s National Health System (NHS) is

overweightness and obesity. According to “a study by the National Audit Office estimates

that obesity costs the NHS at least £500m a year - and the wider economy more than £2bn a

year in lost productivity”. (BBC, 2011) Therefore, our strategy is to launch the “Beating

obesity campaign” in order to minimise obesity and overweightness factor in the UK’s

population. To achieve this gain, the strategy implements the awareness of the kinds of

foods needed for healthy, low-calorie food and a change of the nation’s unhealthy eating

habits.

TARGET AUDIENCE

The target audience we are targeting with this campaign is Mass market and Tesco clients in

the UK. The reason for this is because from the findings in our secondary research we came

to conclusion that everyone is at risk of becoming overweight or obese due to peoples

unhealthy eating habits. Hence we decided not to limit our target audience to

overweight/obese segment of the public. The purpose of this campaign is to target

everyone, toddler to elderly because research conducted by the Department of Health

(2011) showed that 28.3% of children (aged 2-10) in England were overweight or obese.

Parents need to be aware of what their feeding their children; therefore we’re not only

focusing on the adults, but children as well to help reduce and hopefully stop obesity before

it becomes an issue in everyone's life's.

KEY MESSAGES

The Key Messages that we decided to use for our campaign are:

“Healthy food is good for your body and mind”

“Having 5-a-day will help you to fight of obesity and improve your immunity system”

“Unhealthy food habits can cause obesity which can lead to:

-Diabetes -Gallstones

-Heart disease -Indigestion

-High blood pressure -Some cancers (e.g. breast and prostate cancers)

-Arthritis -Snoring and sleep apnoea

-Stress, anxiety, and depression -Infertility” (BBC, 2010)

These are the key messages we have decided to use for our campaign. A message such as

“Healthy food is good for your body and mind” is easy to remember therefore we can use

the process of AIDA to influence people to come to Tesco more often. AIDA is model that

consists of 4 different phases that leads to the purchase of a product/service. These

different phrases are AWARENESS, INTEREST, DESIRE, and ACTION. (MarketingDeviant,

2011) This model is usually used to influence people to purchase something, but we could

Page 4: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 4

use the similar process to promote these messages and make people aware of Tesco’s

healthier approach to life.

TACTICS

Tactics are the ‘events, media, and methods used to implement the strategy’. (Cutlip et al.

2000, p. 378, cited in Tench and Yeomans 2006, p. 197) Before we defined the tactics, we

asked us the following questions:

How are we going to achieve our objectives?

What specific actions will we use?

When are these actions going to take place?

Where are they going to take place?

How much will we spend? (Tench and Yeomans 2006, p. 261)

On that foundation, we then decided that our tactics should include the following actions

and activities:

Health Fair

Leaflet

TESCO Green Card

Recipes booklet

TESCO Green Card Benefits

Cardboard

Other PR activities

Health Fair

We have decided to start of our PR campaign by having a 1st ever Healthy Tesco Food Fair

during which providers of healthy foods would be invited to demonstrated and introduce

their healthy products to Tesco’s customer base. Even though according to our finding that

the north has highest ratios in obesity and that we should target those people more, we

decided that this event would take place in Canada Water Tesco store located in London on

the evening of the second Sunday in January 2012. Even though according to National

Statistics London is estimated to have lower that national average obesity rates and is not

the best location to launch our PR campaign to fight obesity, we decided to do it anyway.

The reason behind this decision is that London is the capital England, and you could argue

that it’s the capital of UK, therefore it has the best media coverage in the country which

means that if we launch the campaign here then we get as much media attention as

possible. Whereas if we decided to launch the campaign up north, then we might not get as

Page 5: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 5

much media attention as media representatives would have to travel all the way to Scotland

to cover this event, which for the media might not seem worth it.

We agreed that this would be a closed event and only 300 VIP Tesco customers would be

invited to participate. This fair would be opened by the celebrity Kelly Rowland to help

attract further media attention. During this fair we would inform people about Tesco

becoming more health conscious and introduce Tesco’s new HEALTHY FOOD SYSTEM. Media

and press would be invited to come and cover this event which would provide Tesco free

publicity on local and national scale, which would help to imprint a healthier image of Tesco

in everyone's minds.

Leaflet

To inform the target audience about the campaign we are going to fabricate leaflets. These

leaflets will be handed out for the first time in the Health Fair and afterwards in all of

TESCO’s supermarkets. Two leaflet editions will be launched:

Leaflet number 1 will be available in January and it will contain information about the

campaign and the point system. It will also have recipes elaborated with TESCO

products, seasonal food and the food pyramid.

Leaflet number 2 will be available in May and it will inform about the importance of

the sport in a healthy diet. In addition, we will be informing about TESCO’s new

partner called “LA Fitness” who is going to collaborate in the campaign. Furthermore

the leaflet will have information on diets supported by nutritionists and the 5 a day

concept.

TESCO Green Card

The TESCO Green Card allows TESCO customers to collect

points that are on every product of the new ‘Healthstyle’

product line. The hassle of customers having to search

for healthy products will be significantly reduced as they

can simply look for a yellow, orange or green sticker on

the packaging. These stickers indicate the ‘healthiness’ of

a product, which is defined by a specific scale that

includes such as fat, sugar, salt and calories in total. The

healthier a product, the more points you can get.

Once customers have accumulated enough points on

their TESCO Green Card, they can profit from a lot of

benefits:

o Discount on evening cooking classes

o Green vouchers on healthy alternatives as well as fruit and vegetable boxes

o Access to online training program; exercises and food advice

Page 6: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 6

o 1 week free membership in LA Fitness (partner)

o TESCO DVD: sport at home

Green is the colour of nature, of life. It symbolizes growth, harmony, freshness and health.

(QSX Software Group, 2010) Green implements though everything, a healthy lifestyle,

started with the food. Therefore, we decided to use ‚Green’ for the name and the design of

the TESCO Green Card. On the back of the card, there is one green barcode and one black

barcode that had been transferred automatically from the normal TESCO customer card.

This easy system allows customers to collect points on every product they are buying whilst

only showing one card at the cash point.

Recipes booklet

Next to all ‘Healthstyle’ products there is a recipe booklet with different low-calories recipes

to inspire customers what to cook with the – for some part – unknown and not habitual

products.

Cardboard

We are going to introduce cardboards in store with random people on them quoting how

Tesco’s greener approach to healthier foods has helped them to improve their physique and

made them feel healthier. This way Tesco clients can associate themselves with the person

in the cardboard and try out the healthier alternatives instead of processed foods. We will

also have a small competition during which people could record a diary or provide proof

how eating healthy foods purchased in Tesco has helped to improve their lifestyles. A few

lucky winners will be featured on the cardboards in Tesco stores nationwide and receive

TESCO money vouchers.

Other PR activities

*Press Release: Three press releases will be launched during the campaign period.

Press Release 1 is going to be sent to selected media in January one week before the Health

Fair starts.

Press Release 2 is going to be sent to national and local media in July informing about the

incorporation of LA Fitness in May as TESCO’s new partner.

Press Release 3 is going to be sent to the national and local media in October to inform that

UK Government is supporting TESCO’s Campaign.

*Network: The network is really important in the present time and it is one of the keys for a

good communication campaign. Therefore, we are going to update TESCO’s website with all

the information about the actions that are being developed for the campaign and it is going

to be included a video about the Health Fair. Within TESCO’S website we are going to explain

how the customers can benefit with obtained points.

Page 7: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 7

Other network actions such as social networks will be developed. A Facebook and Twitter

group it is going to be created and regularly updated.

*Direct mail Advertising: Direct Mail Advertising is going to be sent to potential customers.

*Health Fair Invitations: Personalised Health Fair invitations are going to be sent out to VIP

customers.

*Member gets a Member action: Customers who have the TESCO Green Card will be

encouraged to bring new customers to TESCO and benefit from special advantages.

*Phone Calls: Days before the Health Fair several phone calls will be made to the media as a

reminder of the event. The day after the event phone calls will be made to thank the

presence of the media that have assisted promoting the event.

BUDGET

The Total budget for the entire PR campaign is £500,000. Figure 3.1 shows how we have

distributed the budget between different activities for the PR campaign. From the table you

can see that the most expensive factor is the Health Fair and the reason for this is because

we are using it to launch the entire campaign, thus it requires us to spend a lot of money to

attract a lot of attention. The health fair requires a Celebrity presenter, staff to work

overtime to get the venue ready, complimentary food and drinks and much more therefore

when all of this adds up the health fair becomes quite expensive, nonetheless it will be

worth the money considering the media attention it will bring for Tesco Supermarket Chain.

You should keep in mind that this budget is only an estimate, we have allocated maximum

budget for all of the activities. Consequently some of these factors might require a smaller

budget whereas other might increase.

Figure 3.1 – Estimated budget for the entire PR campaign

Actions Costs (£000)

Health Fair 185

Leaflet 1 and 2 70

TESCO Green Card's 10

Cardboards 90

Green vouchers 70

Cooking classes 50

TESCO Sport DVD 25

TOTAL 500

Page 8: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 8

METHODS OF EVALUATION

In order to ensure the validity and effectiveness of our PR Campaign to the contracting

company we have devised evaluation methods for the campaign. The success of the Health

Fair will be measured by:

• Number of attendees to the Health Fair.

• Media coverage of the Health Fair.

• Press clippings (post Health Fair and post campaign): Analyse value of the

information published.

Furthermore we will take into account the perceptions and opinions of the team that has

organized the event:

• In this case we will pass a pre-survey and a post-survey with the intention to

compare impressions.

• In addition there will be an evaluation meeting to discuss the strengths and

weaknesses of the event

The rest of the actions taken are rather complementary and very easily measurable:

• Amount of people that signed up for a TESCO Green Club Card as well as TESCO

memberships at LA Fitness gyms.

• Amount of people that attended cooking classes and signed up for the online

training program

• With the Member get a Member action we can calculate the exact number of

potential clients captured.

Page 9: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 9

References

BOOKS

1. Tench, R. and Yeomans. L., 2009. Exploring Public Relations. 2nd ed. New Jersey:

Prentice Hall.

2. Wilcox, D. and Cameron, G., 2009. Public Relations:Strategies&Tactics 8th ed. New

Jersey: Pearson.

WEBSITES

1. QSX Software Group, 2010. Color Meaning. [online] Available at: http://www.color-

wheel-pro.com/color-meaning.html [Last accessed 1 December 2011].

2. BBC Health. (2011). Obesity. Available:

http://www.bbc.co.uk/health/physical_health/conditions/obesity.shtml. [Last

accessed 8th December 2011].

3. The NHS Information Centre, Lifestyles Statistics. (10 February 2010). Statistics on

obesity, physical activity and diet: England, 2010. Available:

http://www.ic.nhs.uk/webfiles/publications/opad10/Statistics_on_Obesity_Physical_

Activity_and_Diet_England_2010.pdf. [Last accessed 8th December 2011].

4. Scotland's Chief Statistician. (28/09/2010). Scottish Health Survey 2009. Available:

http://www.scotland.gov.uk/News/Releases/2010/09/28083315 [Last accessed 8th

December 2011].

5. DataTrade. (2011). Tesco Group of Companies. Available:

http://www.datatrade.co.uk/documents-discussion/case-studies/Tesco-Group-of-

Companies [Last accessed 8th December 2011].

6. Department of Health. (1 February 2011). Obesity General Information. Available:

http://www.dh.gov.uk/en/Publichealth/Obesity/DH_078098 [Last accessed 8th

December 2011].

7. David Kam. (January 1, 2010). AIDA Marketing Model. Available:

http://marketingdeviant.com/aida-marketing-model/ [Last accessed 8th December

2011].

8. Tesco- CSR and community partnership, Article 13. (2003). Available:

http://www.article13.com/A13_ContentList.asp?strAction=GetPublication&PNID=49

4 [Last accessed 9th December 2011]

Page 10: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 10

9. University of Oxford. 26 August 2011

http://www.ox.ac.uk/media/news_stories/2011/110826_1.html [Last accessed 9th

December 2011]

Page 11: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 11

Timeline Program 2012-2013 (January-June)

Months

/Public January February March April May June

Media

Press Release 1

Health fair: Kelly Rowland

in TESCO

Canary Wharf

Leaflet 1

Customers Leaflet 1 Cardboard Leaflet 2

Green vouchers for

fruits and vegetables

VIP Clients Invitation Health Fair Personalised

Mailings

Potential

Customers Direct Mail Advertising

Facebook Group

Web Update

(video with health

fair)

Page 12: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 12

Timeline Program 2012-2013(July-December)

July August September October November December

Media Press Release 2 (LA

Fitness is a new

TESCO partner)

Press Release 3

(Government

supports

TESCO’s

Campaign)

E

V

A

L

U

A

T

I

O

N

Customers Cooking classes Discounted

membership in

LA Fitness

MGM (member

get a member

benefit)

VIP Clients Phone calls

Potential

Customers

Personalized Mail

Page 13: Tesco obesity campaign

Team „P.A.M.“ Report 13 December 2011 13