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Safefood gets Fired up with DOOH Barbeque Ads

Safefood is gearing up for the surge in barbeques over the June bank holiday weekend with a dynamically triggered digital out of home (DOOH) campaign on display this weekend. Promoting food safety awareness and highlighting the dangers of undercooked burgers, the campaign incorporates a temperature trigger via our Liveposter platform.

The trigger variable prompts a copy change when the temperature exceeds 18C to include the tagline ‘It’s A Hot One’. The campaign also includes motion within the design to promote further attention. The campaign is running on compatible retail networks including Tesco Live, Adshel Live, Adtower at SuperValu stores and Digitower in the Republic.

Adshel Live, Asda Live and digital screens in shopping centres host the message north of the Border. The formats and locations were planned by Source out of home and PHD, with creative by JWT Folk. OCS, our outdoor consumer study of 1,500 Irish adults, finds that two thirds of adults are interested in DOOH screens displaying weather-related messaging.

Dr Aileen McGloin, marketing and communications director, Safefood, said that a home barbeque is something people we can still enjoy – despite Covid-19. With recent supermarket data revealing that BBQ-related purchases were on the increase, the the time was just right to remind people about having a safe barbeque and preventing unnecessary food poisoning.

“With our latest campaign, we wanted to celebrate those barbeque experts and say ‘well done’ to them – because that’s exactly how burgers should be cooked on the BBQ! Using a temperature-triggered dynamic approach was also very important for us to get our food safety messages in front of people when it was most relevant,” McGloin added.

Louise Keogh, Account Executive in Source out of home concluded; “As the temperatures rises, so does the use of BBQs. The complementary use of the temperature trigger in this campaign gives Safefood the opportunity to target audiences with important information by targeting specific moments of relevance”.