Menu Labelling and the Savvy Diner Campaign

Canadian Public Health Association Conference May 29, 2014 Presentation by: Lisa Swimmer, MHsc, RD [email protected]

What is Menu Labelling?

• Menu labelling applies principles of food labelling to the eating out environment. • Menu labelling makes clear and standardized information about the nutrient content of food available at the point of purchase in restaurants and other foodservice establishments.

Calls for Regulatory Action on Menu Labelling

2007 2009 2009 2009-2012 2010 2012 2012 2013

Ontario’s Healthy Kids Panel: Change the Food Environment Recommendation 2.3

“Require all restaurants, including fast food outlets and retail grocery stores, to list the calories in each item on their menus and to make this information visible on menu boards.”

Provincial Progress on Menu Labelling

“Parents have told us they want our support in keeping their kids healthy. We are committed to giving parents and their kids the information they need to make healthy choices. “ –

Ontario Health Minister Deb Matthews

Toronto Public Health’s Interest in Menu Labelling

2010

Toronto Food Strategy Report Recommends Local Action A FOOD STRATEGY for TORONTO: EMPOWER RESIDENTS WITH FOOD SKILLS AND INFORMATION

“Require Nutrition Information on Restaurant Menus…The Medical Officer of Health will report to the Board of Health on a City bylaw requiring selected nutrition information to be posted on the menus of chain restaurants in Toronto.”

Rationale to Take Local Action

Building an Evidence-Based Rationale for Local Action on Menu Labelling

• High rates of obesity, chronic diseases • High frequency of eating out • Calorie and sodium levels are high in restaurant foods • Levels of calories and sodium vary widely within the same food category • Consumers can’t estimate nutrient content • Consumers want nutrition information and have a right to know • May lead to healthier menu items • May lead to healthier choices

2013 Pushing for Provincial Action, Ready for Local Action

Engaging the Public Purpose:

Support potential menu labelling policy by highlighting consumers' right and need to know when it comes to calories and sodium.

Target audience:

Educated, mid to high income 18-34 year old adults who go to restaurants regularly.

Several Concepts Considered

A traditional campaign, no specific campaign website, no social media

Several Concepts Considered

A traditional campaign with unique branding/URL that could link to existing website, no social media

Several Concepts Considered

A social media campaign with a dedicated Facebook page and a sharable video

The Preferred Concept

Public engagement approach, use of social media, unique branding/URL, unique website (blog), dedicated Facebook page

The Savvy Diner Campaign

Launched June 17, 2013 • Transit and bus shelter posters • Mall posters • Online ads • Savvy Diner website with: • quiz • click to show your support • shareable badges • blog • add your voice • video • Facebook page

Savvy Diner Videos

http://youtu.be/GCppcoHwQ5Y http://youtu.be/spHdiLAO4yk

The Savvy Diner Website (Blog) and Facebook Page

14,000+ supporters 2650 Likes

Savvy Diner “Add Your Voice”

500 submissions received

Interesting Ways to Engage the Public and Build Public Support

Here’s What the Research Says… The average Canadian sit-down restaurant meal has: • More than half of the calories needed per day • One and a half times (151%) the amount of sodium needed per day • Includes an appetizer and main. Dessert adds 549 more calories.

• Meals identified by the restaurants as being “healthy” were low in calories but still had half the amount of sodium needed per day Scourboutakos, MJ, Semnani-Azad, Z & L’Abbe, MR. JAMA Internal Medicine, May 2013.

Here’s what will gain the public’s attention

How much calories and sodium would I get?

Caesar Salad (side order) Spaghetti & Meatballs

+

210 calories 370 mg of sodium 1730 calories 2750 mg of sodium

Total: 1940 calories and 3120 mg of sodium

…and this large difference between similar menu items

No two chicken wraps are created equal VS Restaurant Chain #1 700 calories 970 mg sodium Restaurant Chain #2 1370 calories 2960 mg sodium

Using social media to get the message across in an interesting way

Using social media to get the message across in an interesting way

Evaluation Objectives



Evaluate (unaided and aided) the campaign’s reach and recall



Explore the campaign’s likeability, message comprehension, and relevance



Understand the campaign’s effectiveness for sparking thought on the issue



Establish interest levels on the menu labelling issue before and after exposure to the campaign



Evaluate the motivational power of the campaign to change residents’ attitudes

Methodology Summary

• • An online survey was designed and fielded to Toronto residents aged 18-34, who regularly eat at/order from restaurants • The survey was fielded immediately following the media campaign A total of n=1010 respondents completed the survey

Survey Sample Breakdown Total N= N= Males Females 18-24 years 25-34 years

1010 468

Those Who Viewed Ads Previous To The Survey

542 344

Those Who Viewed Ads Within The Survey

666 345 665

Socio- Demographic Profile of Respondents Respondent Gender Breakdown Respondent Age Breakdown

18-24 34% 46% Male Female 54% 25-34 0% 66% 50% 100%

Socio- Demographic Profile of Respondents Highest Level of Education

Post-Graduate… 12% University Degree College… Some Post-High… High School… Some High School 1% 22% 13% 11% I'd Rather Not Say 1% 0% 40% 20% 5% 8%

Respondent Employment Status

7% 1% 1% I am working part time outside the home I am working full-time outside the home 27% I am working inside the home I am not working 51% 40% I am unemployed/Looking for work Other • 87% have obtained at least some post-secondary education • 78% indicate they work outside the home either full or part-time

Socio- Demographic Profile of Respondents Reported Household Income

13% 12% 16% 9% 11% 21% 18% Less than $20,000 $20,000 to $39,999 $40,000 to $59,999 $60,000 to $79,999 $80,000 to $99,999 $100,000 I'd rather not say • Household income levels are split between those who report $59,999 or LESS (50%) and those who report $60,000 or MORE (50%).

Savvy Diner Evaluation Highlights

• Overall, positive evaluation results: o Reach, Recall, Likability, Relevance, Message Comprehension, Issue Perception • Those who noticed the campaign prior to taking the survey had higher scores across the board, particularly for ‘Likability’, and ‘Relevance’ • The ads and website were effective in changing perceptions about menu labelling • 72% of people who saw the ads took action • 66% were supportive of menu labelling; only 3% were not at all supportive of menu labelling

Comprehension of campaign key messages Main Message: “Comprehension”

Menu Labelling/Right… Sodium Levels Need Public Support Calories 6% 3% 3% Food Other 2% 7% 68%

“It is necessary to have restaurants label the sodium and calories in their meals so that consumers can make informed choices about the food they eat .”

Online survey respondent

“I think that the purpose of this campaign is to encourage restaurants to put nutritional facts in their menus in order to enable potential consumers to understand what they will be taking into their system .”

Online survey respondent Don't Know 11% 0% 20% 40% 60% 80% • Comprehension of the campaign’s intended message was high with 82% of respondents describing some portion of the issue.

Main Message Word Cloud

“In your own words, what do you think the intended message of this campaign is…describe in detail.”

Savvy Diner Ads: Likability “Likability” From Those Who Viewed Ads Previous To The Survey

100% I really like it 33% 35% 33% I like it 50% 44% 40% 44% I neither like nor dislike it I dislike it 0% 21% 23% 20% 0% 2% 1% 1% 1% 2% I really dislike it

“Likability” From Those Who Viewed Ads Within The Survey

100% 50% 0% 11% 35% 42% 9% 3% 23% 39% 29% 7% 2% 21% 38% 33% 6% 2% • Campaign ads were well-liked by majority of survey respondents, particularly those who had viewed the ads previous to completing the survey (78% liked them or really liked them) .

Savvy Diner Ads: Relevance

100%

“Relevance” Of Ads To Those Who Viewed Previous To The Survey

50% 0% 25% 30% 27% 39% 36% 40% 26% 26% 24% 2% 8% 4% 4% 5% 4% Strongly Agree Agree Neutral Disagree Strongly Disagree

“Relevance Of Ads To Those Who Viewed Within The Survey

100% 50% 0% 12% 19% 18% 30% 34% 35% 39% 12% 7% 33% 8% 6% 33% 8% 6% • A higher level of relevance is seen across all ads from those who saw the campaign prior to taking the survey (66%) compared to those who only viewed within the survey; however low level of “disagreement” seen from all respondents.

Savvy Diner website (www.SavvyDiner.ca) Those Who Visited Site Previous To Survey: “Likability” Those Who Visited The Site Previous To Taking The Survey: “Relevance”

100% 41% 100% 28% 50% 46% 50% 45% 11% 21% 5% 1% 0% 0% I really dislike it I neither like nor dislike it I really like it I dislike it I like it Strongly Disagree Disagree Neutral Agree Strongly Agree • High levels of site “likability” and “relevance”, especially from those who have visited the site prior to the survey (87% like it and 73% find it relevant)

. .

Campaign effective in changing perceptions on menu labelling Level of Interest BEFORE Taking The Survey Level of Interest AFTER Taking The Survey

I was NOT personally interested. . .

9% 25%

30% 51%

I was SOMEWHAT personally interested. . .

40% 45% I was VERY personally interested. . .

• A

21% increase

is seen in “I was very personally interested” with 30% of survey respondents reporting BEFORE taking the survey and 51% AFTER taking the survey.

Issue Perception: Overall Support

• 66% of survey respondents support calorie and sodium information on the menu • 3 % are not at all supportive • 38% of females are extremely supportive, compared to 25% of males 100% 80% 32% Extremely Supportive Supportive 60% 34% 40% 18% 20% 0% 13% 3%

Overall, how supportive are you of restaurants including calories and sodium information on the menu or menu board? (N=1010)

Neutral Somewhat supportive Not at all Supportive

Overall Observations

• • • • • Those that are shown the campaign

like it

, find it

relevant

and are largely

encouraged to find out more

, which suggests the creative elements

are effective Positive

attitude change is seen as a result of exposure to this campaign All three executions “

Indulge

”, “

Hamburger

” and “

Sodium

” received consistently high results, however “

Hamburger

” (and “

Sodium

” for males) found most relevant of the three

Females are particularly ‘interested’

and find this issue particularly ‘important’ The ads’

“call to action” to savvydiner.ca is effective

and “word of mouth” on the issue is realistically achieved only AFTER site visits

What We Learned…

•Use a combination of traditional and social media • Ensure sufficient resources (budget and staffing) • Use an evidence-informed approach to push the boundaries • Consider timing to take advantage of media attention on public policy issues •Always expect the unexpected

Thank you for listening!

For further information:

Lisa Swimmer, MHSc, RD Acting Supervisor, Chronic Disease and Injury Prevention [email protected]

(416) 338-3561