VINERS ASSURE FINAL_LR

ASSURE SAFETY KNIVES

Market research

We created a survey about knife safety which included drawings of two proposed new Viners knife designs with rounded and squared tips. The objective was to find out the public's opinions on the topic of knife safety and gauge interest in the two new designs, to help us with new product development and create relevant messaging. We sent the survey out to almost 10,000 consumers and promoted it across social media and through bloggers, for a one month duration which resulted in an excess of 1700 responses.

EMAIL STATISTICS & Demographics

OPEN RATE Industry average is 13.8% 17.2%

CLICK RATE Industry average is 1.9% 5.7%

highlights

gender

normal industry click rates better open rate

3 x 25%

79%

21%

location

Age Range

20% <34 years

16.1% USA 81.8% UK

54.2% 35-54 years

25.6% 55+ years

2.1% OTHER

Social media promotion We promoted the survey on our Twitter, Instagram and Facebook pages, to encourage a wider audience to take part and we saw a number of influencers re-tweet and share the link across their pages, which in turn increased the reach and engagement figures.

FACEBOOK 23.2K LIKES Reach: 1,426 Engagements: 40 Link Clicks: 31

Tweet by John Crichton Reach: Over 30K

Re-tweeted by: Niven Rennie 2.6K followers Dr Kate Lovett 12.5K followers Wendy Burn 12.2K followers

TWITTER 11.2K FOLLOWERS Impressions: 1,755 Engagements: 33

Link Clicks: 58 Instagram 6.5K followers Reach: 1,300 Engagements: 50 Profile Visits (to view link): 100

Blogger promotions

We worked alongside a number of bloggers to promote the survey to their followers, increasing the reach and encouraging more entries. With their help, we reached over half a million people (>525,500)

Comments:

Fabulous, knife safety is so important

@RainbowMama

Yes to this! Well done @vinerscutlery

@LorenAndTheBabes

Gosh those statistics are heartbreaking!

@GracesMummy

renovation44 Instagram Followers: 93.4K

My fussy eater Instagram Followers: 111K

House to home at last Instagram Followers: 133K

Market research results

65.5% of respondents would choose the new knife design over standard knives

The survey was completed by 1,709 respondents with almost 50/50 split on the preferred knife design.

76% of respondents would be happy for this style of knife to be the only one on sale

Definitely would

Probably would

Probably would not

Definitely would not

Don’t know

54% 10% 68%

Gender

Have a knife block on their worktop

Have loose knives on display in the kitchen

79%

21%

Have loose knives stored in a kitchen drawer or cupboard

47%

Option 1

Age Range

3.5% <25 years

29.3% 25 - 39 years 53.5% 40 - 64 years

53%

Option 2

12.11% 65+ years

1.52% Prefer not to say

product details

NEW SAFER DESIGN

8 " BREAD Knife RRP £5.99 Full Blister Pack 0305.214 CTN 6

QUALITY, SAFETY & FUNCTIONALITY IN ONE KNIFE 6”/15cm SANTOKU Knife Squared tip to help maximise safety

8 " CARVING Knife RRP £5.99 Full Blister Pack 0305.215 CTN 6

Non-stick coating on the blade to aid food separation as well as reducing cutting friction Soft touch, ergonomically designed handle

8 " Chef Knife RRP £5.99 Half Blister Pack 0305.213 CTN 6

6 " sAntoku Knife RRP £5.99 Full Blister Pack 0305.212 CTN 6

5 " utility Knife RRP £3.99 Full Blister Pack 0305.211 CTN 6

ASSURE

3.5 " paring Knife RRP £3.99 Full Blister Pack 0305.210 CTN 6

Pack of 4 knives RRP £15.99 Full Blister Pack 0305.216 CTN 6 Set Contains: 6” Chef Knife, 6” Santoku Knife, 5” Utility Knife, 3.5” Paring Knife

Media approach

PHASE ONE Sept - Early Oct: Imagery & Messaging

Functionality • Functional knife for kitchen use and suitable for all cooking tasks. • Performs the same, but safer. • Added peace of mind. design • Modern new shape. • Beautiful and stylish design. • High quality stainless steel. • Ergonomic soft-touch handles. • Black non-stick coating to reduce cutting friction. packaging • Available in 6 sizes. • In stores from January 2020. • Improved packaging - full blister packaging to avoid tampering in store. • Think 25 logo to challenge age of shopper. • Loose knives RRP from £3.99 - £5.99. point of difference • NPD tested. • Shaped to reduce and prevent injuries, accidents and fatalities. • Safer when cleaning. • Does not break at the tip.

Media approach

Phase One Sept - Early Oct

3. Lobbying Key Opinion Leaders

1. PRESS RELEASE

2. expert figurehead

expertise Working with Professor John Ashton as an expert spokesperson for media interviews. TV Target top shows including This Morning, Sunday Brunch and Good Morning Britain on the topic of knife safety to associate Viners with the subject. COMMENT Professor Ashton is well-placed to provide expert comment and help generate more coverage outside of purely product focused features.

3. social media / website influencers Dual approach: 1. The video will be uploaded to Viners Instagram and shared with contacts, press and social media fans 2. Food/home influencers to test functionality Objectives: 1. Nov-Dec Influencers to create noise & interest about the launch of the knives 2. Dec onwards Influencers to encourage fans to buy the new knives when they are available to purchase lobbying Contact leaders such as Sadiq Khan’s office to introduce Viners as a company forging the way on the topic of knife crime. CONVERSATION Sadiq Khan regularly speaks on the topic on TV, at summits and on Twitter, so would be an influential opinion leader to target, potentially endorsing or recommending Viners for our approach to knife safety. LEADERS We have also approached Rt Hon Esther McVey MP, who is the Minister of State for Housing, Communities and Local Government. She is putting us in touch with additional key opinion leaders to speak to.

national / regional Release issued to all local and national media outlets leading with hard hitting

stats around knife crime. Distributed w/c 23.09.19.

food / homes / lifestyle Release tweaked to be more product focused to fit on the food news pages.

Professor John Ashton is an advisor to Merseyside Police & Crime Commissioner on violence prevention

Phase two Mid Oct - Dec

1. desk drops

2. social amplification

• Visit 10 top-tier media food, homes & lifestyle sectors • Introduce the new knives in person to ensure high profile coverage • Use samples to showcase the new knives and explain the concept and key messages • Issue a second release in December and send out samples to additional media contacts

• Host an IGTV video in a Q&A style with Professor John Ashton • Questions will be invited to come from fans via social media • Journalists to send in questions also • The video will be uploaded to Viners Instagram and shared with contacts, press and social media fans

Note

Knife functionality and practicality is the key focus, rather than knife crime Note

IGTV is Instagram’s Video Platform

Example publications to be targeted include:

Influencers to be targeted include: My Fussy Eater Nadiya’s Healthy Kitchen

Rosie Birkett Police Oracle

media coverage to date

the telegraph

the echo

headlinez pro

yahoo news

herald publicist

additional interest

• Daily Mail • Sunday Times (article about knife crime published on 22nd Sept but journalist interested in a follow up) • Police Oracle (article to be published online by 30th Sept) • Wish/Wire FM • BBC North West Tonight