Posts by Adrian Ash - London

With ‘100% British meat’ claim, Morrisons capitalizes on horse meat scandal

The horse meat scandal is perhaps the greatest food transparency issue in recent years. It continues to grow, and here in the U.K., the majority of big retailers have been affected in one way or another. The country’s largest retailer, Tesco, has felt the effects the hardest, with a number of their value products implicated. This resulted in an apology ad that guaranteed a full refund in national press.


By contrast, the scandal has played into the hands of Morrisons, which can claim “100% British meat” and has around 1,700 butchers across 500 in-store butcher counters in the U.K. They capitalized on the scandal with ads stating, “100% British. 100% of the time.” Morrisons has said they’ve had an unprecedented number of customers approaching them for advice and to buy fresh burgers, among other meats. The results have been significant: fresh meat counter sales have risen 18 percent, sales of fresh beef burgers are up 50 percent, and sales of beef mince are up 21 percent.

As we noted last year during the “pink slime” scandal in the U.S., as consumers grow increasingly anxious about food quality, brands that can clearly illustrate safety and purity will continue to gain ground over those with suspect ingredients.

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Coca-Cola encourages Italians to ‘Eat Together’

Coca Cola brought its “Happiness” brand message to consumers in Italy last fall with “Let’s Eat Together,” a campaign focused around making mealtimes more sociable again. For its “Happiness Table” stunt, the brand drove a van with the iconic Coca-Cola branding into a square in Naples and set up dining tables, inviting locals to join the fun. Bottles of soda were served up alongside some signature dishes from Italian chef Simone Rugiati. The concept extended to a Let’s Eat Together tool on Facebook, enabling users to invite family and friends to eat with them.

While “eating together is a primary source of happiness,” as the brand notes in this case study video, our busy professional lives are draining any quality time we have with our friends and family. Italy, the birthplace of the Slow Food Movement, seems like an ideal place to pitch a message that Coke has been spreading across markets (we wrote about the German campaign “Coke sets the table” several years ago).