Insight & Intel
Insight & Intel: January 2025
Fresh... actually Frozen insights from the NI audience
At the end of last year, in our final work.shop.play. audience insight survey of 2024, we asked our insight community about their thoughts and habits on buying frozen food. With over 9in10 buying frozen food items monthly, a trip down the freezer aisle is a regular part of the NI grocery shop. Whilst chips, potatoes, sides and vegetables are top of the frozen food shopping list, the main reasons for filling up the freezer is for convenience (82%), but also to help reduce food waste (72%). Despite a third saying they would buy more frozen food if they had a larger freezer, 27% admit to buying more frozen food than they need, having forgotten what they already had in the freezer! For a copy of the results, reach out to your Global NI Account Manager.
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Northern Ireland shoppers love Valentine’s Day
Despite inflation pressures, research by Kantar revealed that in 2024, NI shoppers spent an extra £1.6m on Valentine’s Day compared to 2023. The same research also uncovered that 64% of households bought boxed and gifting chocolate in the 12 weeks leading up to the most romantic day of the year! Now with Christmas a distant memory, Global are on hand to help deliver an outdoor campaign you, and your audience, will fall in love with! Whether reaching traditional celebrators, encouraging participation and building the romance, or alternative celebrators – think Galentine’s and self love, or even non-celebrators with their newfound spending confidence once January is over! Ask us for ideas, inspiration and research to help plan!
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Krispy Kreme to arrive in Belfast later this year
After much anticipation, infamous US doughnut chain, Krispy Kreme, announced plans for their first in a ‘series’ of NI outlets back in December. With already 14 standalone shops in the Republic of Ireland, the first NI store will be located in Belfast’s Victoria Square shopping centre. The new location, which will include guest seating, will occupy 689 square feet and create over a dozen jobs for retail, management, logistics and bakery staff. Guy Meakin of Krispy Kreme UK & Ireland said: “Bringing Krispy Kreme to Northern Ireland for the first time feels like a natural next step for the brand, especially given the amazing reception we’ve had across the UK and the Republic of Ireland.” The chains says this will be the first of a series of planned openings in NI with more to follow this year.
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Visit Malta inspires audiences to explore more
With a winning combination of Global 6 sheets and bus Supersides, Malta Tourism used the busy festive trading period to reach even more audiences as they hit the high streets and city centres. From Christmas gifting ideas to New Year getaway and summer holiday inspiration, the contrasting and vibrant creative invited audiences to explore more. Visiting Malta for Northern Irish holidaymakers is even easier now since the launch of direct flights from Belfast International with Jet2. Malta is expected to be a popular holiday destination in 2025, partly owing its growing popularity to last year’s release of the blockbuster, Gladiator 2. The film was partly filmed in Malta with Google search data revealing a 48% surge in searches for Malta holidays as a result!
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Belfast Restaurant Week a scrumptious success
The impact of last October’s Belfast Restaurant Week has been revealed in the results of an independent survey with 78% of participating venues reporting an increase in footfall and 62% reporting an increase in revenues during the event. Revenue increases were also reported to be significant with takings for the week up by 24%. The event, which launched in 2018, took on a more experience-led rather than price focused format for 2024 to celebrate the world-renowned food and hospitality experiences that Belfast venues are known for. The research also found that 53% of venues saw a change in customer demographics during the event, with many attracting new customers and that 89% of people surveyed said they would not have visited a restaurant when they did, had the event not been taking place.
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Global goes for Gold!
Gold Radio, the home of All Time Classics, powered by a playlist of classic songs from the 60s, 70s and 80s, will be home to exciting new presenters and brand-new shows from 6th January 2025. Kirsty Gallacher, who’s become a radio favourite on Global’s Smooth, moves to Gold Radio to launch the all-new Gold Radio Drive, whilst popular celebrity chef, author and presenter, Simon Rimmer, will make his radio presenting debut hosting Saturdays from 8am to 12pm. Gold Radio legend James Bassam will continue to kick start weekday mornings with Gold Radio Breakfast. James will also host a new weekend show, Sundays from 8am to 12pm. Gold Radio is available across the UK on Global Player.
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