Congratulations to the Food Standards Agency (FSA), winner of October’s GCS Campaign of the Month competition with the ‘Here to Help’ campaign.
The campaign aimed to support food business operators across England, Wales and Northern Ireland in the post-lockdown recovery and help make it simple for them to operate safely. This included increasing the number of businesses using the register a food business page during the campaign period.
Catherine Clarke, Head of Marketing at the FSA said:
‘We are delighted that the campaign has received this recognition from GCS. In the toughest of times we wanted to make it simple for food businesses to do the right things to ensure that people had safe food on their plates. The team worked at real pace using valuable stakeholder insights to help inform our campaign and external partnerships to target key audiences, with great results.”
This campaign stood out in a tough field for having simple, focused objectives and one clear call to action, which allowed the impact to be easily tracked.
The campaign resulted in 14,440 direct referrals of food businesses to the registration portal, representing a 55% increase year on year.
The judges were particularly impressed by how the team used audience insight to inform their campaign approach. They also commended the team for the partnerships they formed with household names to help with reach and cut-through.
Congratulations to everyone involved:
- Catherine Clarke – Head of Marketing
- Joanna Abishegam-David – Senior Communications Manager
- Stuart Forward – Senior Content Manager
- Sam Easterbrook – Content Manager
- Michelle Byrne – Communications Manager, Northern Ireland
- Elora Elphick – Communications Manager, Wales
- Image credit:
- FSA (1)