Safefood Nutrition Take-Out Series

The Challenge

The Nutrition Take-Out Series by safefood aimed to help consumers make more informed choices when eating food that is prepared outside the home and to provide up-to-date information on the nutrient content of takeaway foods.

The take-out research series included comprehensive reports of popular takeaway foods including pizza, burgers and Chinese and was commissioned and funded by safefood and conducted by Eolas International in 2011.
Wilson Hartnell was tasked with ensuring the report findings were widely publicised amongst the public.

Our Response

We developed a concentrated media relations campaign to support the launch of each report and to generate national media coverage around the report findings.
Our work included reviewing the reports, developing a strong media relations campaign, identifying the most relevant news hooks to appeal to the target audience and creating ‘talkability’ on a national level. We targeted news, features, health and consumer affairs journalists in addition to broadcast and online media.
We were also responsible for coordinating media interviews and acting as a press office function throughout the campaign.

The Results

Press coverage included all national tabloids, Irish Times, Irish independent, Irish Examiner, Sunday Times, Sunday Business Post, Sunday World and the front page of the Metroherald.
Broadcast highlights included RTE 6:1 and 9 O’clock news, News @ 5:30 TV3, Morning Ireland, John Murray Show, The Last Word, The Right Hook and Ireland AM.
We also succeeded in creating ‘talkabilty’ online with coverage on,, and all major news sites including