Viners Safety Knives Marketing Update Sept 2019 FINAL

ASSURE SAFETY KNIVES MARKETING UPDATE

MARKE T RESEARCH

METHODOLOGY

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 on Friday 19th July to almost 10,000 Viners newsletter subscribers and promoted it across social media and through bloggers, for a one month duration which resulted in 1,709 responses. MAILER STATISTICS The email achieved some great results with 3 x normal industry click rates and a 25% better open rate. Open rate: 17.2% (industry average is 13.8%) Click rate: 5.7% (industry average is 1.9%) Number of people who opened: 1,659 (total opens 2,553 - showing some people went back and reopened it) Number of clicks: 547 (total clicks 606 - some people clicked through more than once)

DEMOGRAPHICS

79% female 21% male

Countries: 81.8% UK 16.1% USA 0.3% Spain 0.2% Canada 0.2% Austria

Under 34 = 20% 35 - 54 = 54.2% 55+ = 25.6%

SOC IAL MED IA PROMOT I ON 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 retweet and share the link across their pages, which in turn increased the reach and engagement figures. VINERS TWITTER 11.2k VINERS FACEBOOK 23.2K LIKES

Post stats Impressions (no of times tweet shows in timeline): 1,755 Engagements (likes & retweets): 33 Link clicks: 58

Grid post stats Reach: 1,426 Engagements: 40 Link clicks: 31

SOC IAL MED IA PROMOT I ON

VINERS INSTAGRAM 6.5K FOLLOWERS

Post stats Reach: 1.3k Engagements: 50 Profile visits (to view the link): 100

SOC IAL MED IA PROMOT I ON

Retweeted by Niven Rennie (2.6k). Former police officer, Director of Scottish Violence Reduction Unit Retweeted by Dr Kate Lovett (12.5k). Consultant Psychiatrist and Dean of Royal College of Psychiatrists. Retweeted by Wendy Burn (12.2k). President of Royal College of Psychiatrists. Follow up tweet by John INFLUENCER TWITTER REACH OVER 30K:

TWITTER - JOHN CRICHTON (Forensic Psychiatrist) with 2,373 followers

SOC IAL MED IA PROMOT I ON

Niven Rennie (Retired Police Officer) retweet 2.6k followers

Dr Kate Lovett (Consultant Psychiatrist) retweet 12.5k followers

Wendy Burn (President Royal College of Psychiatrists)12.2k followers

BLOGGER PROMOT I ONS

The following bloggers promoted the survey to their followers and across their channels:

Renovation 44 - 26.07 - Instagram story to 93.4k followers The Staries - 27.07 - static post and Instagram story to 9.2k followers

Home Obsessed - 01.08 - Instagram story to 79.1k followers My Fussy Eater - 02.08 - Instagram story to 111k followers Alla's Yummy Food - 06.08 and 10.08 - Instagram stories to 18.3k followers Veggie Desserts - 15.08 - Instagram story to 56.3k followers House to Home at Last - 20.08 - Instagram story to 133k followers A Mum Reviews - 20.08 - blog post and promo on Instagram to 2,848 followers, 2k Facebook fans, 4,781 Twitter followers and 15,570 UVM on website

TOTAL BLOGGER FOLLOWERS = >525,500

BLOGGER PROMOT I ON

RENOVATION44 - Instagram followers 93.4K

HOME OBSESSED - Instagram followers 79.1K

Promoted the knife survey on Instagram stories. The Instagram story posts included a direct link to the survey to encourage people to enter and tagged @vinerscultery in the post.

Promoted the knife survey on Instagram stories 1st August and included swipe up links for entry and tags for @vinerscutlery.

Instagram story stats Reach - 2,362

Instagram story stats Reach - 4,058 Link clicks - 152

Interactions: 70 Link clicks - 56 Sticker taps @vinerscutlery - 5

BLOGGER PROMOT I ON

ALLA'S YUMMY FOOD - Instagram followers 18.3K

MY FUSSY EATER - Instagram followers 111K

Promoted the knife survey on Instagram stories several times. The Instagram story posts included a direct link to the survey to encourage people to enter and tagged @vinerscultery in the post.

Promoted the knife survey on Instagram stories with a swipe up link and tags for Viners.

Instagram story stats Reach - 1,230 Interactions: 781 Link clicks - 60 Sticker taps @vinerscutlery - 24

Instagram story stats Reach - 2,842 Link clicks - 72

BLOGGER PROMOT I ON

HOUSE TO HOME AT LAST - Instagram followers 133K

VEGGIE DESSERTS - Instagram followers 56.3K

Promoted the knife survey on Instagram stories several times. The Instagram story posts included a direct link to the survey to encourage people to enter and tagged @vinerscultery in the post.

Promoted the knife survey on Instagram stories with swipe up direct links and tags for Viners.

Instagram story stats Reach - 6,402 Interactions: 236 Link clicks - 24

Instagram story stats Reach - 3,280

Link clicks - 130 Sticker taps - 8

BLOGGER PROMOT I ON

THE STARIES - Instagram followers 9.2k

Promoted the knife survey on Instagram stories 27th July. Promoted the survey on her static Instagram grid post. Has included a link to the survey in her Instagram bio at the top of the page.

Grid post stats Likes - 300 Comments: 27 Saves: 5

Instagram story stats Reach - 322 Likes - 295

BLOGGER PROMOT I ON

COMMENTS ON THE STARIES POST - Instagram followers 9.2k

@LorenAndTheBabes (7.5k): Yes to this! Well done @vinerscutlery  @RainbowMama (17.6k): Fabulous, knife safety is so important @AllAboutAubree&Avaya (7.1k): Oh this scares me so much you know, especially with Rai off playing out and stuff now xx @Grace’s Mummy (9.1k): Gosh those statistics are heart breaking! @TheMellanieParry (15.5k): Goodness this is just crazy! What a mad world we are living in @Amelia & Freddie (4.2k): So so sad isn’t it hun! Xx @TheNewcastleMum (6.3k): This is scary; such a horrible world sometimes x @EmWox (5k): It’s so sad isn’t it. If only we lived in a better world @cassie & Rio (39.7k): It hurts my heart reading and hearing all these horrific statistics @Clarissa & Me (2.6k): It’s a scary world we live in. You should be proud of this post mama! ❤

BLOGGER PROMOT I ON

A MUM REVIEWS - total followers across channels 25.2k

Promoted the knife survey on Instagram, FB and Twitter accounts Also wrote a blog post and featured this on her website 100 blog post visits with 24 link clicks Instagram interactions 142 Twitter 8 retweets Facebook reach 1,964, 136 engagements, 14 shares & comments

MARKE T RESEARCH RESUL TS

MAIN FINDINGS

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

When asked which design they preferred: option 1 with a more rounded tip, or option 2 with a squarer tip we had 47% preferring option 1 and 53% preferring option 2.

MARKE T RESEARCH RESUL TS

65.5% of respondents said they would choose the new knife design over standard knives. MAIN FINDINGS

Definitely would - 19.5% Probably would - 46% Probably would not - 10.5% Definitely would not - 2% I don't know - 22%

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

Definitely would - 28.5% Probably would - 47.5% Probably would not - 7.5% Definitely would not - 3% I don't know - 13.5%

MARKE T RESEARCH RESUL TS

54.5% of respondents have a knife block that sits on the kitchen worktop. 10% have loose knives on display in the kitchen. 68% keep loose knives stored in a kitchen drawer or cupboard. 5% said they don't know or 'other'. MAIN FINDINGS

On kitchen worktop display - 931 Loose knives on display - 175 Loose knives stored away - 1,160 Don't know - 16 Other - 52

61.5% of respondents were A, B, C1 53.5% surveyed were aged 40-64 years old 29.3% surveyed were aged 25-39 years old 79% were females DEMOGRAPHICS

MED IA LANDSCAP E

When it comes to the topic of knives, the media is split into two defined areas:

Publications focused on food preparation, cooking, interiors, women’s lifestyle across nationals, monthly glossies, weeklies and online. 1.

2. News / trade titles focused on the topic of knife safety.

These two areas of the media have quite different concerns and information needs.

The food press is all about knife performance, longevity, ease of use, comfort and style.

The news / trade media is concerned about growing knife crime, the Offensive Weapons Act 2019 and the impact on retailers.

MED IA APPROACH - PHASE 1 ( SE PT - EARLY OCT ) PRE LAUNCH

PART ONE - imagery and messaging

Functional knife for kitchen use and suitable for all cooking tasks Performs in the same way as a traditional kitchen knife but a safer alternative Added peace of mind for both consumers at home and retailers in store Modern new shape Beautiful and stylish design High quality stainless steel Ergonomic soft-touch handles Black non-stick coating to reduce cutting friction Available in 6 sizes RRP from £3.50 - £5.00 to cater to a mass market Available in stores January 2020 Improved packaging - tamper-proof with blister pack to reduce knife theft in store Think 25 logo created to challenge anyone under 18 at point of purchase NPD tested Shaped to reduce and prevent injuries, accidents and fatalities Safer when cleaning Does not break at the tip like a traditional knife can Designed in conjunction with consumers, with 1,709 people surveyed Consumers have told us they're willing to try something new Strong feeling amongst consumers about knife safety so keen to find a safer alternative

MED IA APPROACH - PHASE 1 ( SE PT - EARLY OCT ) PRE LAUNCH

PART ONE - imagery and messaging

MED IA APPROACH - PHASE 1 ( SE PT - EARLY OCT ) PRE LAUNCH

PART ONE - press release

National/regional: release issued w/c 23.09 to all local and national media outlets, leading with the hard-hitting stats around knife crime as it’s a topical issue being discussed in mainstream news. Food/homes/lifestyle: release has been tweaked and formatted to make it more product-focused, to fit on the food news pages, and has been distributed w/c 23.09. PART ONE - press release MED IA APPROACH - PHASE 1 ( SE PT - EARLY OCT ) PRE LAUNCH Expertise: working with Professor John Ashton (advisor to Merseyside Police & Crime Commissioner on violence prevention) 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 and launch of the new knives. As the topic is currently in the news at the moment, it’s the perfect chance to get Viners associated with the subject. The shows need a third party expert to interview, such as Professor John Ashton. Comment: as an expert on the topic Professor Ashton is well-placed to provide expert comment and will help us to generate coverage outside of purely product focused features. PART TWO - expert figurehead Lobbying: contact leaders such as Sadiq Khan's office to introduce Viners as a company forging the way on the topic of knife crime. Since March last year he has put £1.4m of government funding into 43 London-based anti-knife crime projects. He 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. We have also approached Rt Hon Esther McVey MP, who is the Minister of State for Housing, Communities and Local Government, who is putting us in touch with additional key opinion leaders to speak to. PART THREE - lobbying key opinion leaders

MED IA APPROACH - PHASE 2 (MI D OCT - DEC ) PRE LAUNCH

PART ONE - desk drops

Visiting 10 top-tier media in the food, homes and lifestyle sectors to introduce the new knives in person towards the end of October / beginning of November to ensure high profile coverage in key titles. Samples are key to the food media so these press visits will enable us to showcase the new knives in person and talk them through the concept and the key messages around the launch. Publications to be targeted include: Veggie, Great British Food, Good Housekeeping, Olive, BBC Good Food, Delicious, Independent, Ideal Home, Style at Home, Daily Express, HomeStyle, Your Home. It is worthwhile noting that in a recent research exercise with this media, they expressed that knife crime was not part of their magazine agenda, whereas knife functionality and practicality is, so this will be the key focus for these titles. A second release will be issued in December, just prior to launch, where we will send out samples to additional media contacts. Host an IGTV video in a Q&A style with Professor John Ashton. This will be pre-recorded and uploaded to the Viners Instagram grid. Invite questions from fans via social, and invite journalists / press questions through our PR agency. We will then record the video here in our studio. After it has gone live, we will send a link to the video to our contacts so they can watch it and it will be promoted across social media and to the wider press circle for media pick-up. PART TWO - social amplification

MED IA APPROACH - PHASE 2 (MI D OCT - DEC ) PRE LAUNCH

PART THREE - social media / website influencers

Influencers are always essential for any marketing campaign. With knife safety, we are planning a dual approach:

Lifestyle/parenting/crime influencers (such as My Fussy Eater who has 110k Instagram followers, Nadiya's Healthy Kitchen who has 164k Instagram followers, Rosie Birkett who is a food writer, stylist and broadcaster, Police Oracle website who are the no1. news website for all things policing) who write about wider social stories with more of a serious approach utilising the research statistics and quote from Professor Ashton. Food and home influencers to test the functionality of the new knives.

Objective 1 (Nov-Dec) Influencers to create noise and interest about the launch of the knives.

Objective 2 (Dec onwards) Influencers to encourage fans to buy the new knives when they are available to purchase. We will also approach the influencers who promoted the knife safety survey as they have a keen interest in the story already and it acts as a good follow-up for them.

MED IA APPROACH - PHASE 2 (MI D OCT - DEC ) PRE LAUNCH

GOOD HOUSEKEEPING INSTITUTE

We have an option to work with the Good Housekeeping Institute on the launch of the new knives. They have been testing products since 1924, and have a lot of trust and authority with UK consumers.

The GHI Approved or GH Reader Recommended - provide badges of achievement that consumers trust.

The GHI Approved initiative is an unbiased, independent endorsement only for products that pass their consumer Quality Assessment tests. The GHI Approved logo provides strong brand acclamation, backed by rigorous expert testing and can be used by manufacturers and retailers to provide a clear ‘permission to purchase’ message to consumers. GHI approved logo - For consumers, independent endorsement signifies a product has been tried, tested and trusted by the experts at the GHI and does what it’s meant to - as all products are tested from the consumer’s point of view. It is known from research that the GHI logo makes a product stand out in a marketplace crowded with brands and choices.

PR T IME L I NE SUMMARY

MED IA COVERAGE TO DAT E

THE TELEGRAPH

MED IA COVERAGE TO DAT E

YAHOO NEWS / HERALD PUBLICIST / HEADLINEZ PRO

MED IA COVERAGE TO DAT E

THE ECHO

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