Viners Safety Knives Marketing Update July 2019

MED IA F E EDBACK

It was clear from those spoken to that the knives act and sale of knives isn’t an area they would cover in their magazines - they are still all about performance and that none of their readers are raising this as an issue yet. Readers still want to know about the various knife options on offer through tried & tested features and reviews. The food editor at Delicious mentioned she hasn't tried out a knife with a rounded edge, so not sure how it would affect the feel when chopping. If it gives the same feel as knives with a sharper edge she would be happy to recommend to her readers. Your Home recently did a 'tried and tested' on kitchen knives, so the journalist mentioned the law doesn't seem to have affected consumers wanting to read and know about the various options on offer. Many of the journalists think a rounder shape would be a good move, not only helping retailers but providing an interesting press story. A few people mentioned the rounder shape may put consumers off, as they may think the performance has been affected. To combat this, we'd need to get in as many 'tried and tested' knife features as possible to prove that it's a good alternative to use. Every journalist said if you were to create this type of knife, they'd love to test it out. Magazine readers aren't really talking about the knife safety issue at present so they wouldn't cover this. New law doesn't seem to have affected consumers interest in reading about knives. Journalists think a rounder shape will create an interesting press story. Some think the rounder shape may put consumers off if they think it affects performance. Need to get as many 'tried and tested' features as possible to combat that. All journalists were positive and would like to test the knives. DETAILED MEDIA COMMENTS: SUMMARY OF COMMENTS: Our agency Unify PR approached a number of their media contacts from the food (BBC Good Food, Delicious, Olive) and homes sector (Good Housekeeping, Essential Kitchen Bedroom Bathroom (EKBB), Kitchen Bedrooms & Bathrooms (KBB) and Your Home) to find out if consumers are talking about the changes to the sales of lethal weapons act, and what these particular journalists think of a new shape knife: