Created by marketing agency Haygarth, the ‘Organic, naturally different’ campaign combines advertising, digital, social media and PR.
The aim is to drive an uplift in sales by increasing frequency of purchase among those who are conscious but infrequent organic buyers, as well as encouraging heavyweight purchasers of organic to become passionate advocates.
Pre-campaign research indicated that many people don’t understand the difference between organic and non-organic, the squeeze on household budgets are acting as a barrier to purchase.
The humorous creative communicates the central message that organic food is food as it should be – less fake and naturally different – and aims to explain to consumers the natural benefits of organic by highlighting the unnatural treatments of non-organic produce.
Launching this week with an outdoor push, it will see 48-sheet posters run in key London underground and mainline railway stations.
This will be supported by digital activity, including media partnerships with Mumsnet and Tesco Real Food.
Social media activity has also been ramped up. A new Facebook app – Why Choose Organic? – will run regular competitions designed to generate an increased number of likes and be supported by regularly refreshed content to drive engagement and sharing.
The website – www.organicfoodUK.com – will showcase the benefits of organic food and feature up-to-date news and recipe suggestions. The site also provides a forum for consumers to express and share their views and reasons for loving organic.
Anna Rosier, chair of the Organic Trade Board (and managing director of Organix), said: “We’re all dealing with tough economic conditions, and organic is certainly no exception. That’s why we’ve focused on a more single minded approach this year and looked to be more disruptive.
“The ‘Organic, naturally different’ campaign is confident, noisy and humorous and we know it’s going to help deliver the growth in sales the organic sector wants, as well as getting people debating organic.”
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