ASDA launched a trial of selling 'wonky' or misshapen produce in selected stores to reduce food waste. Celebrity chef Jamie Oliver helped promote the campaign on his TV show by highlighting the issue of wasted imperfect produce. Market research found that most customers were open to buying cheaper ugly vegetables. The 'Beautiful on the Inside' range aims to make imperfect produce more accessible and affordable while saving food from being wasted. The campaign uses branding, promotional partnerships with celebrities, and competitive pricing through ASDA's stores and social media to encourage customers to purchase the unconventional produce.
I. Introduction
Define ethics, ethics in business and the important of ethics in business context
II. Background of the business
Introduce to McDonald’s
III. Case Outline
The case of unhealthy ingredients
IV. Stakeholder (Direct and indirect)
The people affected by the issue directly and indirectly
V. Key Ethical Issue
Consequences from this issue
VI. Ethical Analysis
Ethical analysis on alternative reasons behind the occurrence of the issue
VII. Recommendation
Our comments and suggestions to McDonald’s , the US government and consumers
TV advertising content and execution of P&GKaran Shah
Applied the learnings about advertising message – content and execution. Assessed the ability of a brand/company/service to effectively use TV advertising as part of an integrated marketing communication plan in more than one country and developed recommendations that would make this communication more effective.
Are you supporting unfair labor practices with your purchases? Project FAIR, Texas Grand Champion for the Middle Division of Texas Future Problem Solving Program's Community Problem Solving Competition, presents information about Fair Trade practices and their work to educate their community. We are confident that this information will make a difference!
Sustainability In Experiential - No Longer A Nice To Have - A NecessityHarriet Jones
At Seen Presents we’re passionate about reducing the environmental impact of live experiences. This guide combines our understanding of consumer behaviour and environmentally conscious production practices to show you how to deliver a sustainable live experience.
I. Introduction
Define ethics, ethics in business and the important of ethics in business context
II. Background of the business
Introduce to McDonald’s
III. Case Outline
The case of unhealthy ingredients
IV. Stakeholder (Direct and indirect)
The people affected by the issue directly and indirectly
V. Key Ethical Issue
Consequences from this issue
VI. Ethical Analysis
Ethical analysis on alternative reasons behind the occurrence of the issue
VII. Recommendation
Our comments and suggestions to McDonald’s , the US government and consumers
TV advertising content and execution of P&GKaran Shah
Applied the learnings about advertising message – content and execution. Assessed the ability of a brand/company/service to effectively use TV advertising as part of an integrated marketing communication plan in more than one country and developed recommendations that would make this communication more effective.
Are you supporting unfair labor practices with your purchases? Project FAIR, Texas Grand Champion for the Middle Division of Texas Future Problem Solving Program's Community Problem Solving Competition, presents information about Fair Trade practices and their work to educate their community. We are confident that this information will make a difference!
Sustainability In Experiential - No Longer A Nice To Have - A NecessityHarriet Jones
At Seen Presents we’re passionate about reducing the environmental impact of live experiences. This guide combines our understanding of consumer behaviour and environmentally conscious production practices to show you how to deliver a sustainable live experience.
Food waste initiatives have become increasingly popular amongst major food retailers and foodservice operators in recent years. With the backing of celebrities such as Jamie Oliver, leading retailers and manufacturers signed a commitment to reduce food waste by 20% by 2025 in March 2016. him! explores the shopper attitudes around the topic.
How To Segment Our Customers In Light Of Evolving Consumer Eating Occasions A...aNumak & Company
The consumer is the king. With their freedom of choice, they can change their preferences of a product or a brand the way they wish to.
Here's looking at the various aspects in which the consumer and the brand influence each other while keeping food and eating habits in focus.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
Plant power and silence of the brands: the incredible growth of veganism and ...Frank Fenten
600% growth in two years. That's more than a blip.
With Dinosaur's extensive heritage in food, FMCG, health and fitness marketing, we've been looking at what this trend means for brands and how you can profit from it.
The market for green household cleaning products in the U.S grew at a blistering pace between 2007 and 2010, cooled off, and actually declined from 2010 to 2014 at a compound annual growth rate (CAGR) of 2%. Packaged Facts estimates total retail sales, including both household cleaners and laundry products, at $600 million in 2014. The green market remains a niche, accounting for about 3% of the total household cleaner and laundry product market.
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Annie's Mac & Cheese Advertising CampaignRebecca Long
During the course of our Advertising class at Ithaca College, students were asked to create a full fledged advertising campaign for an organization of their choice.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
Successful marketing strategies for green business works when these 5 straight forward principles are followed. Discover these principles and use them for your marketing campaign.
Strategy Proposal: 365 by Whole Foods MarketSabina Leybold
This project consisted of creating a marketing campaign proposal to help 365 by Whole Foods Market to launch effectively. I contributed to this strategy by establishing target audience, brand persona, overall campaign strategy, and timeline.
Red Team Capstone Week 2Brianna Baldwin, Brittn.docxdanas19
Red Team Capstone: Week 2
Brianna Baldwin, Brittney Mendez, Catherine Thyben, Chelsea Slawson,
Christopher Mitchell, David Chavez, Gabriel Parra, Jill Peterson
Grand Canyon University: BUS-485
March 17, 2019
Running head: ASSIGNMENT TITLE HERE
1
Capstone: Week 2
Food trucks are a fast-growing segment in the food-service industry providing a myriad of opportunities for growth (Myrick, n.d.). In order to capitalize on the opportunities available in the food truck market, it is necessary to evaluate the environment in which they operate. An environmental analysis can reveal not only areas of potential growth, but also areas of potential trouble. With this information, a company can make a more informed strategic plan (Arthur, n.d.). A thorough study of the five forces of competition, Multi-Fry-er’s competitive advantage, the hurdles to international entry, and the outlook, forecast, and trends for the industry demonstrates that Multi-Fry-er is poised to be successful in the industry.
Industry Analysis: Five forces of competition
Threat of New Entrants
Understanding the new entrants into the market is key to staying competitive. New entrants increase the production. This can pose a problem if consumer demand is not growing at the same rate (Heizer, Render, Munson, 2017). Multi-Fry-er is unique in two ways. First, it is a food truck which differentiates itself from your more common food services. Second, it has a very unique menu. Multi-Fry-er looks to stay ahead of trends and to forecast ways to stay sustainable regardless of new entrants and whatever it is they may bring to the marketplace. Multi-Fry-er will continue to seek out untapped markets and niches as to always keep its product unique to the specific demographic they are targeting. In order to stay competitive, Multi-Fry-er will remain adaptable; looking to evolve its product line toward consumer desires and areas where there are currently limited offerings in the industry.
Threat of Substitute Products
It is important to identify products that could compete for consumer interest. Substitution poses a threat when there is minimal cost or difficulty to switch. This can weaken a company’s position in the market (Johnson, 2017). Multi-Fry-er combats this by, in a sense, providing the substitute. Everyone has to eat, what drives the masses in determining what to eat becomes the focus. Multi-Fry-er looks at the leading forces that drive the public in making this decision, including cost, health, and quality. Multi-Fry-er is able to keep prices down by utilizing local suppliers, cater to the health nut by offering vegan and organic products, and offer a quality product by ensuring freshness and uniqueness. Ultimately the Multi-Fry-er’s ability to adapt and evolve is their biggest virtue when it comes to competitor substitutes.
Bargaining Power of Buyers/Bargaining Power of Suppliers
Bargaining power of buyers and suppliers is relevant in many businesses, food trucks in.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
2. When looking into this recent example in the media, you can see various
methods and techniques looked at in the previous task.
The business: ASDA, the marketing methods: Brand Promotion, the
campaign being led by a celebrity chef (Jamie Oliver).
Having such a well known name leading the idea behind the misshaped
food to be sold in their store is giving ASDA an extra selling point and with
this publicity people will choose this store over competitors that may not
offer discount fruit and veg.
This is in relation with Positive publicity. The imagery used also includes
Tinie Tempah (A well known celebrity) to help promote the campaign.
The Market Research aspect of this comes from channel 4’s ‘Jamie and
Jimmy’s Friday Night Feast’ (Image below) In this show, the pair met
farmers that said they were unable to sell ‘thousands of tonnes’ of fresh
vegetables because the food was thought of as ‘imperfect’.
The advertising side behind the product has already been created
through the television show, therefore ASDA do not have to
advertise for it.
The ‘Ugly’ food will now face a small in-store trial to test whether or
not consumers actually care.
Further Market research: 2/3s of customers are open to the idea,
while ¾’s would buy misshapen food if cheaper.
3. The damage limitation aspect is one not to worry those at the PR sector of ASDA. Having a trial period means that should the fruit not sell or
they have complaints, they are not contractually obliged to keep them in the store and can easier stop.
This is an advantage as well due to if becoming a success it will mean more publicity for the store and more customers. Due to being a cheap
price compared to fruit that is not ‘ugly’ will give ASDA the edge over other competing stores.
The new range, launching in selected stores from the 26th January (with a view to being rolled out nationally), has been called ‘Beautiful on the
Inside’ and will be sold for 30% less than better-looking counterparts.
This provides the store with a USP (Unique Selling point) and can attract possible new customers.
Jamie Oliver: “If most Brits had half an idea of the amount going to waste, they’d be snapping up ugly veg by the trolley load. There’s no
difference whatsoever in taste or nutritional value. This is perfectly good food that could and should be eaten by humans. When half a million
people in the UK are relying on food banks, this waste isn’t just bonkers – it’s bordering on criminal.”
When managing the message in how this new set of fruit and veg will be portrayed it is important for the PR behind ASDA to focus on that
quote and the point made about being no different whatsoever.
The message getting out to the public is that of, not throwing away food and giving you a better deal in a financial sense.
The term Lobbying can be linked in with a variety of elements, however here with this product you can see small aspects that show similarity
with the term. Both the show ‘Friday Night Feast’ and the supermarket ASDA have formed a partnership that enhances both their reputations
and is using a product that attempts to entice the audience.
By enhances reputations I mean that this is a great way for ASDA to look good
at a time when other supermarkets have been getting all the attention.
This is also a good way to promote the new show. Not only does this provide
benefits for these two, but for consumers and farmers too.
The show and store get more food to sell which would normally be thrown
away. The customers get a cheaper alternative and the farmers are given the
chance to earn more money for food that is no different to ‘Normal shaped’
ones.
4. According to the Guardians article: The retailer – the UK’s second largest supermarket – said long-standing consumer resistance was about
price and quality, but its research showed that 65% of its customers were now open to the idea of buying oddly shaped fresh produce, while
75% would definitely buy “wonky” if it was cheaper.
This shows a good use of Market research. Asking their actual customers if they would purchase the product.
The idea of Lobbying is seen again in parts. The move is supported by the government's food waste reduction advisory body WRAP, which has
said that loss and waste in the fresh produce supply chain averaged out at less than 10% but could be as high as 25% for apples, onions and
potatoes.
WRAP- (Waste & Resources Action Programme) WRAP is an independent not-for-profit organisation in the UK. It works with businesses,
individuals and communities to achieve a circular economy through helping them reduce waste, develop sustainable products and use
resources in an efficient way. (wikipedia.org)
The managing of the message is enhances further by Ian Harrison, produce technical director at Asda: “Even if fruit and veg have some
knobbles and blemishes, this doesn’t affect the quality or taste.
“Anything that doesn’t make the grade gets chucked. It’s a
massive waste for farmers. Where ‘A’ grade carrots sell for
£800 a tonne, they practically give the ugly ones away for
animal feed for just £10.”
This quote was from Jimmy Doherty. He is a Suffolk based
farmer and television presenter formerly for the BBC and now
for Channel 4. In the show ‘Friday Night Feast’ of which he is
taking part in now he explains his frustration further.
The Public Relations are now more of the focus with the
marketing of the brand being taken care of through the show
and the media reporting the trial.
Many customers have taken to the idea, however there needs
to be room for those who are against it.
Supermarkets have blamed consumers for being obsessed with
perfection for years and it is important to get the message out
in the right way.
5. When researching into the ‘Wonky’ veg and looking into ASDA’s website they provided a good report on what was happening and how they
were approaching it. This can be seen as the Marketing Strategy.
your.asda.com: Labelled ‘Beautiful on the Inside’ the new range features crooked carrots, knobbly pears, wonky spuds and more, all sold
reduced rates in their own dedicated in-store fixture. The trial will begin at five stores on January 26.
This idea of calling the labelled food ‘Beautiful on the inside’ makes the food that much appealing and attempts to entice the audience.
This strategy can look at the marketing mix in order to be more successful. The 4 P’s (Place, Promotion, Product and Price)
It is from this where ASDA can see if they are successful. Do each one of the 4 P’s entice the audience more than other produce.
Place: The five stores trialling wonky veg will be: Grantham, Coventry, Dagenham, Bedminster (Bristol) and Wallington (Croydon)
Promotion: The product is being promoted on television already through well known Chef Jamie Olivier. This adds large amounts of public
publicity.
Product: The product and idea itself is unique. Other large
supermarkets such as Sainsbury’s and Waitrose have relaxed
their specifications to sell some ugly and imperfect produce,
but this is the first initiative to clearly identify and separate
them from the mainstream alternative.
Price: The price is very competitive. This has to be a great deal
cheaper than those of a ‘normal’ look because they need to sell
and even for a small fraction of the usual fruit and veg selling
price, the farmers and the store will be making money.
The price will be the number one attraction for the customer.
After being reassured that there is no difference they will want
the cheapest alterative.
Price comes across as a real consideration for many and
positioning ugly fruit and vegetables as a tasty, low-cost option
should help to reach this group.” (Kiti Soininen, head of UK food
and drink research at the market research company Mintel)
6. Thoughts on the campaign
Asda produce technical director, Ian Harrison, said the campaign hopes to make ‘ugly’ food more accessible for shoppers and families.
“The first step in this project was to look at how we could extend use by dates on produce. This can be a big cause of waste in customers’
homes due to confusion over when produce needs to be used by,” he said.
Harrison added: “Our ‘Beautiful On The Inside’ range, which would have either gone to waste or been used for further processing, will now
be celebrated for its freshness, value and quality in stores.
“This campaign is the latest in a series of initiatives by us to show our commitment as a business to help reduce waste throughout our supply
chain and in our shopper’s homes.
“We hope customers get behind our wonky fruit and veg campaign and if it’s a success, there could be an opportunity to expand the trial
across other fresh produce lines, offering customers more choice and value with the wonky range.”
This whole idea of being ‘more accessible for shoppers’ and ‘shows our commitment as a business to help reduce waste’ is all to do with
managing that message towards the audience. The Market analysis taken from the new, cheaper alternative shows that this would be
targeted towards a more working class demographic.
The more wealthier customers will keep purchasing the usual fruit and veg. This approach to the new ‘Beautiful inside range’ segments the
market to the consumers who focus on saving money.
When searching social media sites for promotional activity from ASDA it was clear that they had used this
recent advertisement from Jamie Oliver to their advantage.
Creating Hashtags to interact with the consumers and bring much more people aware to the trial for
‘wonky veg’. Having that Hashtag allowed the store and their PR department to ‘retweet’ people who had
purchased them with the intension to make more do so.
It is from this where the public can see that they do not change in taste or nutritious value.
Using social media is a great way of advertising as it is cheap, requires very little effort and you can get to
know the people individually. For example here, ASDA could look into ‘Aleks Ugarow’ and see his age and
where he is from. This can give a small indication on who will be buying the product. This is good because
in future if the trial period is a success the store will know which segment within the market to target.
7. Interacting with the consumer is important any
business, more so for ASDA. Using social media sites is
one of if not the best ways in getting the message out
to people of the demographic targeted towards.
By explaining where the ‘wonky’ veg will be located is
giving the audience important information and shows
that honesty behind the store.
By the frequent use of the hashtag, it allows ASDA and
their PR department to look at what the audience
thinks about the product.
These will be honest, reliable opinions due to being
online and the customers twitter accounts.
The hashtag FridayNightFeast is a good way to get the
audience together collectively.
This way, people who had been watching the show
know that ASDA had shared their possible opinions on
the huge amount of waste and done something about
it.
Brand Promotion is huge within the food industry. Stores advertise heavily due to the large amount of businesses. Stores always offer
something new to the customer in order for them to choose one store over an other.
Repetition is vital within advertising and brand awareness. Research shows it takes more than 5 times for a message to stick in the minds of an
average adult. It is from this where constant reminding of the brand is important. If not for attracting new customers but to keep the ones you
have loyal. By giving them offers and discounts keeps them happy and leads to them keeping with that store over another.
On your.asda.com it offers the chance for feedback and opinions towards the new trial. Again, more interaction with the audience.
With multiple newspapers running the story on the wonky veg, this is another way of advertising the product and receiving Positive Publicity
while doing so. With all the readers of the papers such as the Guardian there lies more people who have seen the product and all possible new
customers.
8. When looking at the comments on the website it is clear most customers are happy with the idea of new, cheaper veg even if itis ‘wonky’.
This can help ASDA’s Marketing and PR department when looking at their customers thoughts on the idea.
The point made second to bottom is one the business will be aiming towards. “About time, Our Co-Op is closing and being replaced with an ASDA, so I will be doing my
main shopping there”.
People who have wanted this to happen for some time will now come to ASDA for that purpose. Something so small and insignificant in terms of produce can entice a
whole new segment of the audience, perhaps one the store was not targeting.
The comments of ‘Please bring this to Leicestershire’ is one the store can look at in the future should sales be at a good enough standard in the trial that begins on the
26th of January.
Another Hashtag in relation to social media and Twitter is that of the ‘LoveFoodHateWaste’. This is one seen on the image topright. This hashtag is one seen globally
and therefore ASDA is advertising to a large amount of people by using yet another common hyperlink hashtag within their marketing department.