'Give a Cluck' poultry campaign

Although some local authority supporters found our campaign title a little too provocative, many liked the slightly more 'edgy' campaign from Love Food Hate Waste. One key challenge for this campaign was around making this message about defrosting/freezing/storing poultry into something that was a) simple to understand and b) interesting and relevant to our audiences. This was achieved using eye-catching graphics and quirky GIFs that got good engagement levels on social media. It was also extremely important that we got strong support from the Food Standards Agency (FSA) so that we were confident our messages around a high-risk food (poultry) were aligned with theirs on food safety. We would always advise getting this kind of support from the relevant body when planning campaigns around food. One challenge we came across was around putting a campaign out around Christmas. We chose this time as it's when a lot of people are handling turkey and therefore the key behaviour is front of mind. However it turned out that getting commercial partners to amplify messages around this time is really difficult, as they are very much focussed on sales messages. It's also a very busy time of year to be delivering against tight timelines – never forget how disruptive Christmas holidays can be for all involved! Something we are increasingly aware of and acting upon with our LFHW campaigns is the need to engage key promoters much earlier on in the campaign process, and to give them several months' notice and when/what is happening. The main reason for lack of support for this campaign is probably down to too little notice given.