Harjit KoonerHB- Consultancy

ContentInterventionLessons learnedNext steps

InterventionRecruited participants July120Target group Change 4 life segments

BMI over 25 Target areas

4 weeks October /November Live cooking demonstrations 23/24 participants follow up group £5 ingredients- menu Experience recorded Followed up Target audience reported some weight loss by wk 5

Lessons learntPartnerships

Great enthusiasmProject pushed back (from summer launch)Engagement SupportClear commitment

Lesson LearntCheck location

Where can cooking be done In store Mall area Outside

Who has final say on thisAny restrictions

Power health and safety

Lessons LearntWorking with Tesco's

Community championArena managementStore Management Branding

Timing of interventionOctober/NovemberSet up outdoorsWeather- Wind/RainImpact on cooking demos (gas burners) micNot observed by those passing by

Lesson learnedPR activity

Missed opportunityTesco promoting the campaign in storePartners

Chef Required support and encouragement micCooking assumptionsMade good progressWorked well in small groupWider team required with mic to get a performance

Target audienceFocus groups identified four key barriers to

healthy eating amongst our target groupcost (healthy foods were widely perceived as

more expensive)time (in buying ingredients and preparing

healthy meals)lack of cooking skills (fuelled by habitual

purchase of convenience foods) perceived lack of taste of healthy options

Follow up 18/23Behaviour change

Demonstration- Replication processCooking at home- moving away from convenience

foodChildren enjoy the food nowChange in lifestyle and attitude towards cookingIncrease in confidenceJoined Coventry cook and eat well clubStill cook the recipes: cheap, easy , basic

Most experience weight loss during interventionMaintained weight loss

Change behaviour

Change attitudes

Increase Knowledge

Raise Awareness

Create enabling environment

Necessary but not sufficient

Need to evaluate impact here

not here

Behaviour Change

Slide 10

Next stepsPilotNo increase in store sales

Understand whyIncrease in confidence with target audienceJoined cook and eat wellFollow up at 12 monthsLook at replicating the modelTesco's in store engagement- Club card dataSustainability

Thank youHarjit Koonerhkooner@hb-

consultancy.co.uk