Posts tagged delve insights
Delve Insights Launch

21 March 2019


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 


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. 

William Murray on Twitter: @WilliamMurrayPR