Posts in Trends
Delve Insights Launch
 

21 March 2019

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William Murray launches
Delve Insights 
 

William Murray PR & Marketing has announced the launch of Delve Insights, its new intelligent social listening insight tool that can monitor online conversations taking place in foodservice, giving operators real time research to make informed sales and marketing decisions.   

The intelligent tool can monitor and analyse all online conversations across Twitter, Facebook, Instagram, blogs, forums and news websites. 

Fiona Hamilton, Group Account Director, said: “This is a first for foodservice. After months of development we have launched Delve Insights, our intelligent social listening insight tool to give food and drink operators the competitive edge. We can help brands understand what audiences are saying about them, their competitors, and the market in general. You have to ask yourself, with all this insight, why would you leave it up to guesswork?” 

This clever new tool allows operators to tap into conversations to help them understand what their audience has to say about their brand and products, competitors, and the market in general to generate qualitative research at quantitative levels. This real time research is then analysed to evaluate and benchmark what’s being said online about a particular brand, the market and how it performs against competitors. 

Hamilton continues: “We take all this rich data and do two things. We make sure the messages are right for the market and audience and discover the right influencers to talk about your brand to increase awareness. It’s a cost-effective way to inform and build your sales and marketing strategy by listening to what your audience actually wants and needs.” 

To coincide with the launch at the Arena Savoy Lecture, William Murray monitored and analysed online conversations taking place around Brexit. 

Brexit online debate 

  •  In one month alone, there have been 6,000 mentions of Brexit and food online – generating 36 million impressions 

  •  The biggest spike in conversation around Brexit and food was between 18 and 20 February, just before the international treaty ratification deadline 

Top issues when it comes to food security: 

  • Food safety (45%) 

  • Chlorination (39%) 

  • Food labelling (15%) 

Drilling down into the negative conversations, these topics feature most frequently: 

  • Food shortages (88.8%) 

  • Supply chain issues (7.9%) 

  • Riots (0.5%) 

  • Price increases (2.7%) 

 Volume of conversation around different parts of the supply chain: 

  • Farmers (60%) 

  • Operators (35%) 

  • Wholesalers (4%) 

  • Suppliers (2%) 

Food shortages are dominating the media conversation – but what foods are people talking about? 

  • Chicken (51.4%) 

  • Fruit and veg (27.8%) 

  • Cheese (7%) 

  • Milk (4%) 

 MPs dominating the conversation:  

  • Michael Gove (72%) 

  • Theresa May (19.8%) 

  • Liam Fox (4.9%) 

  • Jeremy Corbyn (3%) 

The most influential MPs driving the debate and shaping the conversation 

  1. David Lammy, Labour MP for Tottenham 

  2. Richard Corbett, Labour MP for Yorkshire and the Humber 

  3. Yvette Cooper, Labour MP Normanton, Pontefract,
    Castleford & Knottingley 


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About William Murray

William Murray PR & Marketing is a specialist food, drink & hospitality agency that has been delivering award winning campaigns for 30 years. The agency’s clients include, UCC Coffee UK & Ireland, Quorn, Bestway Wholesale, Santa Maria, Elior, Delifrance, Good Hemp, The National Hemp Service, The Food Solutions Group, Zummo and BRITA Professional.

www.williammurray.co.uk 

William Murray on Twitter: @WilliamMurrayPR


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Delve Insights Veganuary research
 

12 March 2019

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Greggs’ vegan sausage roll most talked about during Veganuary

In light of booming success in the vegan market (such as Greggs’ recent £1bn milestone thanks to its vegan sausage roll),research from William Murray PR & Marketing has tapped into ‘Veganuary’ – a month-long veganism challenge during January which saw a record 250,000 sign ups this year.(1)  

Using its social listening tool, Delve Insights, the team at the specialist food and drink agency kept track of what people were saying online about the much-anticipated month. After weeks of indulgence over the Christmas period, Veganuary was a welcome change for many, who considered it as a personal challenge for 2019. 

McDonald’s and M&S were quick off the mark to announce new vegan-friendly products in January, with vegan Happy Meals and the Plant Kitchen ranges appearing on shelves across the country. But it was Greggs that won the battle of the brands for NPDs with its vegan friendly sausage roll, owning 67% of product mentions. 

When it came to brand share of voice, plant-based meat alternatives Oumph and Quorn were the top two most talked about brands over Veganuary, proving the nation’s willingness to adopt plant-based proteins in place of meat. This was also true for individual ingredients, withtofu (44%)and jackfruit (34%) popular choices. 

So, why did people take part? With 50,305 mentions, it was a widely debated topic with the majority (75%) of consumers conscious of health benefits and 16% talking about environmental impact. What’s more, the social listening tool saw a spike in Veganuary conversations around on Monday afternoons and Saturday mornings – times of the week where health is more likely to be front of mind. 

Overall, Veganuary was generally well-received online, with more than two-thirds (64%) considering the month-long lifestyle challenge a positive change. Cities known for their cosmopolitan culture - London, Manchester, Brighton and Bristol - were most vocal and positive on Twitter.  

To understand more on what’s being said about you and your competitors, get in touch with the specialist team at William Murray

 


Screen+Shot+2019-03-13+at+15.14.56.jpg

About William Murray

William Murray PR & Marketing is a specialist food, drink & hospitality agency that has been delivering award winning campaigns for 30 years. The agency’s clients include, UCC Coffee UK & Ireland, Quorn, Bestway Wholesale, Santa Maria, Elior, Delifrance, Good Hemp, The National Hemp Service, The Food Solutions Group, Zummo and BRITA Professional.

www.williammurray.co.uk 

William Murray on Twitter: @WilliamMurrayPR


NEWS RELEASE ARCHIVE