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InterventionRecruited participants July120Target group Change 4 life segments
BMI over 25 Target areas
4 weeks October /November Live cooking demonstrations 23/24 participants follow up group £5 ingredients- menu Experience recorded Followed up Target audience reported some weight loss by wk 5
Lessons learntPartnerships
Great enthusiasmProject pushed back (from summer launch)Engagement SupportClear commitment
Lesson LearntCheck location
Where can cooking be done In store Mall area Outside
Who has final say on thisAny restrictions
Power health and safety
Lessons LearntWorking with Tesco's
Community championArena managementStore Management Branding
Timing of interventionOctober/NovemberSet up outdoorsWeather- Wind/RainImpact on cooking demos (gas burners) micNot observed by those passing by
Lesson learnedPR activity
Missed opportunityTesco promoting the campaign in storePartners
Chef Required support and encouragement micCooking assumptionsMade good progressWorked well in small groupWider team required with mic to get a performance
Target audienceFocus groups identified four key barriers to
healthy eating amongst our target groupcost (healthy foods were widely perceived as
more expensive)time (in buying ingredients and preparing
healthy meals)lack of cooking skills (fuelled by habitual
purchase of convenience foods) perceived lack of taste of healthy options
Follow up 18/23Behaviour change
Demonstration- Replication processCooking at home- moving away from convenience
foodChildren enjoy the food nowChange in lifestyle and attitude towards cookingIncrease in confidenceJoined Coventry cook and eat well clubStill cook the recipes: cheap, easy , basic
Most experience weight loss during interventionMaintained weight loss
Change behaviour
Change attitudes
Increase Knowledge
Raise Awareness
Create enabling environment
Necessary but not sufficient
Need to evaluate impact here
not here
Behaviour Change
Slide 10
Next stepsPilotNo increase in store sales
Understand whyIncrease in confidence with target audienceJoined cook and eat wellFollow up at 12 monthsLook at replicating the modelTesco's in store engagement- Club card dataSustainability
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