Primary Objectives

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Primary Objectives

• Understand more about the world of food, across
  consumer food trends, use of food media and
  response to food advertising
• Demonstrate that C4 know food and are at the
  vanguard of consumer trends both in terms of
  programming content and affinity with the
  lifestyles of the C4 target audience
• Explore the hypothesis that the Channel 4 food
  environment results in greater levels of
  engagement with food advertising

Methodology

• 1,000 Online interviews. Nationally
  representative sample
• Qualitative groups
• In home interviews

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Key Findings
Six typologies emerged that reflect the
changing nature of of the food audience
Trends are understood and interpreted to suit
peoples lives
Food TV works on many levels - it is much more
than How to TV
Channel 4 is the food channel - an environment
that gets you in the mood for food
Source Food on 4 Study, TWResearch
5
Food fulfills different roles at different
occasions
Outer needs
Glory cooking Theatre Pride
Social lubricant Spending time with family and
friends
About others
About me
Nurturing Mothering
Fueling Sustenance Eat to live
Inner needs
Source Food on 4 Study, TWResearch
6
Cooking behaviour is very fluid
Food reheating
Component cooking
Add a twist cooking
Partial scratch
Full scratch
Source Food on 4 Study, TWResearch
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Broad attitudinal typologies are identifiable
Outer needs
Social lubricant
Glory cooking
Food Lovers
Aspiring Chefs
Time-pressed Foodies
About others
About me
Nurturing Foodies
Convenience Junkies
Food Conscious
Fueling
Nurturing
Inner needs
Source Food on 4 Study, TWResearch
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Convenience Junkies
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Aspiring Chefs
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Some of the big trends that emerged
Health wellbeing top of mind for all typologies
(Perceived) lack of time impacts all typologies
behaviour in different ways
Quality and value of particularly importance
Ethical food gets a mixed response
Premium and indulgent food remains important even
in current climate
Source Food on 4 Study, TWResearch
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The importance of quality and good value
Q. Thinking about food, how important are the
following factors to you?
Source Food on 4 Study, Propeller. Base1,000
respondents
12
Organic is an overly abused generic
Theres no proof its better for you Nurturing
Foodie
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• More popular with Aspiring Chefs
• Strongly associated with better quality fresher
  food ie. healthier

• Not clear what it means
• Higher cost and good quality alternatives mean
  that many more cynical as there is no proven
  functional benefit
• Can be confusing when compared to other ethical
  trends

Freshness and flavour make the extra expense
worthwhile Aspiring Chef
Source Food on 4 Study, TWResearch
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Source Food on 4 Study, TWResearch
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British-ness is about pride, quality and good
value
Source Food on 4 Study, TWResearch
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Value is becoming increasingly important and
will change behaviour
Current credit crunch clearly increasing price
consciousness for all typologies
More evidence of people shopping around for best
deals and discounters like Aldi becoming more
acceptable
However, consumers are not basing purchasing
decisions purely on price
Source Food on 4 Study, TWResearch
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Lipstick Effect n. During a recession there is a
tendency for consumers to purchase small,
comforting items such as lipstick rather than
large luxury items.
Ill eat out less but have nicer food at
home Time-pressed Foodie
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Premium and indulgent food remain important
Treat food has a role to play
Behaviour here is strongly linked to balance or
credit / debit style rationalisation seen with
the health trend
Evidence that people are reallocating resources
Source Food on 4 Study, TWResearch
18
Food ideas come from a wide variety of sources
TV Programmes
Adverts Sponsorships
Sunday Supplements Newspapers
Food magazines
Websites
Supermarket offers deals
Local shops/farmers markets
Travel
Friends Family
Recipe books
Supermarket recipe cards
Eating out
Source Food on 4 Study, TWResearch
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Source Food on 4 Study, TWResearch
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TV programmes are a key influence for all
typologies
Sunday Supplements Newspapers
Food magazines
Adverts Sponsorships
TV Programmes
Recipe books
Websites
Travel
Friends Family
Supermarket offers deals
Local shops/farmers markets
Eating out
Supermarket recipe cards
Source Food on 4 Study, TWResearch
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Top selling recipe books all related to TV Chefs
How much are your food ideas inspired by the
following sources?
Source Food on 4 Study, Propeller. Base1,000
respondents
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Consumers will tell you they dont watch adverts
26 different food brands spontaneously mentioned
Source Food on 4 Study, TWResearch
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They will tell you they are only influenced by
factual evidence
I feel like the more informative an advert is,
the more persuasive it is Time-pressed Foodie
Source Food on 4 Study, TWResearch
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However, a strong emotional response to certain
adverts demonstrates their influence
With the Tropicana ad girls at work would come
in singing that song Convenience Junkie
Source Food on 4 Study, TWResearch
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The MS adverts are a good framework for this
Its not just a picture, its like, come
alive Convenience Junkie
Source Food on 4 Study, TWResearch
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Creative GuidelinesConsumers ask for

• Factual information
• Truthfulness
• Price information
• Short to the point
• Topical and relevant

• Catchy / familiar tune
• Humour
• Tempting food shots
• Sexy voice
• Unusual / different

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Rational response
Emotional response
Source Food on 4 Study, TWResearch
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Humour and entertainment are the most popular
factors for making a food advert
appealingThinking of your favourite food TV
adverts, what makes them so appealing?
Im going to try making those Mini Yorkshires
and Beef from the MS advert Time-pressed foodie
Source Food on 4 Study Propeller. Base All
respondents (1,000)
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Food TV is much more than How To TV
Instruction
Entertainment
Inspiration
Source Food on 4 Study, TWResearch
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Five appeals mainly to the Convenience Junkies
Outer needs
Social lubricant
Glory cooking
About others
About me
Convenience Junkies
Nurturing
Fueling
Inner needs
Source Food on 4 Study, TW Research
30
ITV1 appeals to Nurturing Foodies and
Time-pressed Foodies
Outer needs
Social lubricant
Glory cooking
Time-pressed Foodies
About others
About me
Nurturing Foodies
Nurturing
Fueling
Inner needs
Source Food on 4 Study, TW Research
31
BBC appeals to a broader range of typologies
Outer needs
Social lubricant
Glory cooking
Food Lovers
Time-pressed Foodies
About others
About me
Nurturing Foodies
Food Conscious
Fueling
Inner needs
Source Food on 4 Study, TW Research
32
Channel 4 has the broadest affinity across all
typologies
Outer needs
Social lubricant
Glory cooking
Food Lovers
Aspiring Chefs
Time-pressed Foodies
About others
About me
Nurturing Foodies
Convenience Junkies
Food Conscious
Nurturing
Fueling
Inner needs
Source Food on 4 Study, TW Research
33
Channel 4 is so foodie it has three massive
chefs Food Lover
Source Food on 4 Study, TW Research
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Channel 4 is most closely associated with foodOf
the following TV channels, which one do you most
strongly associate with food?
Source Food on 4 Study, Propeller January 2009
Base All adults (1,000)
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Although Channel 4 has wide appeal, it is
associated with some more modern and premium
brands
Source Food on 4 Study, TW Research Propeller
January 2009 Base All adults (1,000)
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Whereas ITV1 is more about reliable, family food
Source Food on 4 Study, TW Research Propeller
January 2009 Base All adults (1,000)
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Channel 4 food programmes makes viewers think
differently
1 in 4 adults tried something new or different
after watching a Channel 4 food programme
Source Food on 4 Study, Propeller. Base All
respondents who watched a C4 food programme.
16-34s (297), 35-54s (462). Q Which of the
following statements apply to any of these food
progs?
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Channel 4 food programmes inspire change
Source Food on 4 Study, Ipsos Mori Public Value
Survey Dec 08
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Summary
Everyone is a scratch cook to different degrees
Cost of food has become a big issue
Britishness is a useful device to unite and
articulate a range of food trends
Food TV is not just for foodies. Food TV reaches
everyone
Channel 4 is the home of food