Campaign Breakdown - Banned Foods

Agency: 93 1/2 Client: Her Majesty's Revenue and Customs (HMRC) Timescale: Now-March 2009 Budget: Undisclosed


The lowdown

Agency 93 1/2 has been handed its first brief through the Central Office of Information to educate visiting Chinese people that certain foods cannot be brought into the country due to the contamination risk from foot and mouth and bird flu. These include meat and dairy products.

Why is HMRC doing his now?

This is part of a wider HMRC campaign targeting countries that have a strong culture of bringing food into the country, which results in the food being seized at customs.

Who is being targeted?

The Chinese student population and tourists.

The tactics

With partners based in Shanghai, Beijing and Guangzhou, 93 1/2 will handle a PR campaign in China and the UK that will take an educational tone and steer clear of 'finger-pointing'. Activities will include a TV show in China that will show how a wide variety of Chinese food is available in this country.

What else?

As the Chinese student population gets most of its information from the internet, there will be a digital campaign targeting blogs. Also, 93 1/2 will be working with Chinese travel agencies to include information in visitor packs on restrictions. Agents who help students move to the UK will also be targeted. 93 1/2 will also be dealing with the daily and evening newspapers.

Any potential downfalls?

Current sensitivities between the UK and China means that 93 1/2 has to be careful not to seem as though the British Government is criticising the Chinese.

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