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Produce Pro: Six Smart Home Handling Practices
Shelley FeistThe Partnership for Food Safety Education
Ashley BouldinThe Food Group
Today’s Agenda
Need for Produce Safety Education Review: 2004 Campaign Agency Approach: New Campaign Presenting: Produce Pro
Why Produce Safety Education
Why Educate on Produce Safety
Bigger Issue than is
Realized
Salmonella a Growing Problem
Consumers Putting
Themselves at Risk
Need for Consumer Education
At Risk Groups
ElderlyYoung Adults 19-29CaucasiansWell EducatedHigher Income
Review: 2004 Campaign
2004 Campaign Creative Overview
Developed in 2004
6 Steps1. Check2. Clean3. Separate4. Cook5. Chill 6. Throw Away
Utilized BAC/Green Guy
2004 Campaign Materials Overview
Brochure
Press Release Template & Tips
Activity Idea Generators • Retail• Produce Leaders• Food Safety
AdvocatesSafe Handling of Fresh Fruits
and Vegetables Recommendations to Help Consumers
Reduce Risk of Foodborne Illness Developed by
The Partnership for Food Safety Education
Educator Presentation
Impetus for Campaign Refresh
Low Retailer Adoption
More Scientific Background Requested
Needs for Revised Campaign
Refocus the Target
AudienceUpdate
GraphicsNew
Material Formats
Revised Outreach Strategy
Agency Approach: New Campaign
The Food Group Approach
Deep Dive Refresh Develo
pTestFine Tune
Understand Target
Multipliers
Fine Tune Messaging
Refresh Creative
Test Creative
Concepts & Formats
Develop Targeted Materials
Distribute
Distribute Materials
Step 1: Deep Dive
Goal:Understand our target multipliers
Insight:Our audiences have different needs
Outcomes:BAC Fighters Simple messaging Science based background information
Retailers Customizable materials Turnkey content
Step 2: Fine Tune
Goal:Fine tune messaging
Insight:Keep it positive and framed around health
Outcomes: Deletion of cook as a step Inclusion of rinse as a step Campaign Headline: Produce Pro
CheckClean
SeparateCookChill
Throw Away
CheckCleanRinseSeparateChillThrow Away
Step 3: Refresh
Goal:Refresh creative
Insight:Keep colors healthy and vibrantMake steps clear, concise and easy to read
Step 4: Test
Goal:Test creative concepts
Insight:Changes to icons & coloringChange of layout of iconsInclude more scientific information
Step 5: Develop
Goal:Develop targeted materials for each audience
BAC Fighters
IF IN DOUBT, THROW IT OUT!
HELP EVERYONE FIGHT BAC!® LIKE A
produceReach consumers using t he inf ormat ion in this smart guide which out lines the simple , science-based t ips
for reducing the risk of f ood poisoning at home.
For more information visit fightbac.org.
CHECK SEPARATE CHILL THROW AWAYRINSE
Fresh Fruits and Vegetables
CLEANHands, Surfaces
and UtensilsFor Bruising or Damage
From Contaminants
Cut Produce Below 40ºF If In Doubt,
Throw It Out
Step 5: Develop
Goal:Develop targeted materials for each audience
Retailers
Step 6: Distribute
Goal:Reach target audiences
BAC Fighters Retailers
WebsiteWebsite FNCEFNCE
PartnershipsPartnerships OldwaysOldways
WebsiteWebsite Local PresentationsLocal Presentations
SchoolsSchools
Partnership for Food Safety Education fightbac.org
Your Germ:__________________________
1. Pick the germ you
want to draw from the
10 Least Wanted
Pathogens Poster.
2. Draw your scary germ
in the dotted box.
Instructions
Case Study: Kroger
124 stores
Obtaining Materials
For More Info:Shelley Feist, Partnership for Food Safety Education
Ashley Bouldin, [email protected]
Thank You!