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CASE STUDY: The Chrysalis Radio Healthy Eating Survey

Provided by Global Media & Entertainment
A Listener survey run via our VIP clubs across the Chrysalis brands to gain an insight into healthy eating

What was the Challenge / Background of the Campaign?

With all the press column inches regarding the issue of healthy eating, Chrysalis Radio wanted to question the listeners about their attitudes to the key themes dominating this sector currently.

What was the Campaign Objective?

The aim was to give a qualitative insight into the real issues pertinent to this sector. Since the Chrysalis Radio Stations cover a wide range of demographics, socio-economic groups and life stages, the survey would give a broad spectrum of viewpoints.

What was the Solution?

The listener survey was run in August and the findings received good coverage in The Grocer Magazine. The listeners were asked a total of 10 questions, covering off the green issue, the propensity of the listener's to buy organic and their views on pricing. Their attitude to diets and which ones they have followed, and whether they take vitamin supplements. The survey also asked about the issue of food labelling and how effective supermarkets were at providing them with the relevant information.

What were the Results?

The Grocer Magazine reported that consumer attitudes towards organic produce was overwhelmingly favourable, but that many perceived the price to be too high, making this ultimately prohibitive to purchase with only 18% saying that they bought it whenever they can. However the survey showed that consumers are generally aware of the value of probiotic foods, omega, wholegrain and the government's 5-a-day campaign.

What were the Key Learnings of this Campaign?

Listeners are well informed of the issues surrounding the healthy eating arena but although they know that organic food is better for them, price is still a problem. Listeners have received the Government's 5-a-day message loud and clear (this was run across the Galaxy Network, see attached audio) and there is a real desire to eat healthily.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
25 - 34
35 - 44
Both
ABC1
C2
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearEDUCATE CONSUMERS
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