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News Release

1st July, 2004

Al fresco salad munching a hit with the Brits
~ national survey for Wallace & Gromit’s Wrong Trousers Day reveals perfect
picnic ingredients ~

Despite the unpredictable weather, a reputation for serving soggy sandwiches
and an avid appreciation for watching TV – indoors; we Brits like nothing more
than spending a summer’s day enjoying a family picnic in the countryside eating
fruit and salad, according to findings from recent NOP research.

The survey, commissioned by Jacob’s Crackers to set the tone for the ‘Very
British Picnic’ fundraising event it’s hosting for Wallace & Gromit’s Wrong
Trousers Day on July 2nd, makes some eyebrow-raising observations on the
picnicking preferences of the nation.

A whopping 54% of people questioned would choose an idyllic countryside picnic,
followed by 28% who prefer the breeziness of the seaside. But there’s a big
difference when it comes to choosing who would make the perfect picnic
companion: 51% believe packing up the hamper is the perfect way to spend time
with the family in the summer, with just 15% choosing to spread out the blanket
with friends.

It seems the average British male is hard-done-by in the romance stakes with
the romantic potential of the picnic only realised by the nation’s men. 33% of
men selected their other half as their first choice picnic companion, compared
to just 20% of women. Coincidentally, 30% of men would also pack a pork pie:
any correlation is purely speculation!

And that’s not the only eye-opener; overall, the Brits are a healthy bunch when
it comes to al fresco dining. The survey revealed that the most popular hamper
provisions were fresh fruit, chosen by 68% of the population, closely followed
by 61% who would pack the salad. Cooked meats came in third (50%), followed by
cheese and crackers (41%) and smoked salmon (27%).

Wallace and Gromit are no strangers to the great British picnic. Wallace
says: “We’ve found that our wicker picnic basket with the automatic rain
sensing umbrella (patent pending) laid out on our special picnic rug is just
grand.”

The survey also highlighted regional differences in opinion on what makes the
perfect British picnic:

- Smoked salmon is chiefly a Londoner’s picnic essential (34%), but bottom of
the list for Geordies (15%).
- Women are 38% more likely to pack salad and 22% more likely to pack fruit
than men
- Geordies are the most sociable with 25% choosing a picnic with friends
compared to just 9% of people in East Anglia
- The Welsh are the most disinterested picnickers with 7% vowing never to go on
a picnic
- 63% of Yorkshire people would prefer to picnic with their family than anyone
else, followed by 55% for the Scots
- The most romantic region is the West Country with 47% putting their beloved
top of the picnic companion list
- Picnics are a more popular pastime away from home with just 3% opting for a
feast in the garden

Nathan King, Senior Brand Manager, Classic Crackers at Jacob’s comments: “It’s
interesting to see how regional tastes on what makes the perfect picnic differ
around the country, but at least we do all agree on one thing – the picnic is a
hit with the Brits! I’m sure the Very British Picnic event this week will
strike the right note with guests and help raise further funds for the Wrong
Trousers Day charity.”

(560 words)
- ends -

Additional survey information:

Nationwide preferences (regional survey results available on request)

Q1: Who would be your perfect picnic companion?
1. Family (51%)
2. Partner (26%)
3. Friends (15%)
4. Would never go on a picnic (4%)
5. Go alone (2%)

Q2: Where would you go for the perfect picnic?
1. Countryside (49%)
2. Seaside (30%)
3. Local park (13%)
4. Your garden (4%)
5. Stay indoors (3%)

Q3: What food would you pack for the perfect picnic?
1. Fresh fruit (66%)
2. Salad (64%)
3. Cooked meats (46%)
4. Cheese & crackers (39%)
5. Smoked salmon (34%)

Notes to editors:
The ‘Very British Picnic’ event takes place in London on July 2nd to mark the
culmination of nationwide high jinks in aid of Wallace & Gromit’s ‘Wrong
Trousers Day’, the National fundraising event of Wallace & Gromit’s Children’s
Foundation. The family picnic event is hosted by Jacob’s Crackers in
association with the Children’s Foundation.

Wrong Trousers Day on Friday 2nd July is organised by Wallace & Gromit
Children’s Foundation, and supported by Aardman the Oscar-winning studio behind
the popular animated characters Wallace and Gromit.

The Foundation raises funds to improve the quality of life of sick children in
hospitals and hospices all over the UK.

On Wrong Trousers Day, we hope to see as many schoolchildren, workers and
members of the public in their ‘wrong trousers’, paying just £1 for the right
to be ‘wrong’!

To find out more about Wrong Trousers Day on July 2nd call the hotline: 0845
600 1924 for a free fundraising pack or go to: www.wrongtrousersday.org

NOP World interviewed 1,000 nationally representative adults aged 15+ by
telephone between 18th and 20th June 2004.

For further press information, please contact:

Faye Bosworth at Wide PR
M: 07867 608952
E: faye@widepr.co.uk
W: www.widepr.co.uk




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