Viners Safety Knives Marketing Update July 2019

MESSAG I NG

The way we communicate the message to media, consumers and retailers is very important and should be handled sensitively as this is an emotive topic for many.

DO's

Use positive messaging. Be straightforward and transparent - there is an issue and we are trying to tackle this, we shouldn't shy away from the topic but keep it relevant for Viners. Use plain language that is easy to understand. Use the statistics we have gathered from the Viners Knife Safety Survey to substantiate our proposition (i.e. design style, cost, whether to have a knife block or not, knife storage etc.). Issue a press release to media detailing the survey results main findings and adapt for different types of media. Explain the differences in our new knife concept in simple terms. Reassure the consumer that the knife performs in exactly the same way, with just a different tip, which doesn't negatively impact usage. Reassure retailers that the consumer is looking for something different and is interested in our designs and willing to try something different (stats from our survey will back this up). Focus on safety, not crime. Keep the story around cooking and food, but state clearly how the knives are different, yet functional.

Avoid the term "anti-stab" as this has a negative connotation. Avoid scaremongering and using overly dramatic statistics. Do not look like we are jumping into a debate to sell more knives. DONT's