The organic industry is launching a £2m marketing blitz to promote the benefits of organic food and boost consumer demand across the UK.
Part funded by the EU, the ‘Why I Love Organic’ campaign will run for three years and urge consumers to discover what organic means, by challenging their perceptions.
Being launched this week under the banner ‘There are lots of reasons to love organic – discover yours’, the campaign consists of press and digital marketing, supported by PR. It features everyday individuals who would not normally be associated with the produce, each giving their reason why they buy organic foods. The push has been created by Haygarth.
“We know that people want to eat natural and great tasting food which is exactly what organic is,” said chairman of the Organic Trade Board Huw Bowles. “Research has shown that when it comes to buying food, issues such as naturalness and restricted use of pesticides are important to consumers – but they don’t always realise that this is exactly what they would get if they were to buy organic.
“The term organic is widely misunderstood and through this campaign we want to help consumers to discover exactly what it means and why it is worth it.”
A new website (www.whyiloveorganic.co.uk) has also been created that will showcase the benefits of organic food, feature up to date news and recipe suggestions.
The site will also provide a forum for consumers to express and share their views and reasons for loving organic, and complement Facebook and Twitter pages which are also being created to support the campaign.
