The Organic Industry is to invest in its first ever marketing campaign to help drive sales of organic products and promote the ‘Organic brand’. Integrated marketing agency Haygarth has been appointed to run the activity following a four way pitch.
The campaign will have three key elements: firstly to assist the Organic industry to secure EU funding and support; secondly to run an initial campaign using PR and digital to reinforce reasons to purchase organic products; and thirdly to undertake a three year integrated campaign including press advertising to promote the benefits of organic products and drive a 15% increase in organic volume sales.
Recent figures from TNS show that the organic sector has declined by 13% and there is a need for one clear voice to help the organic sector raise its positive profile. This campaign is in response to market research that shows people want clear information about the benefits of organic food and farming.
It will be supported by the Organic Trade Board which represents the industry. The Marketing committee for the campaign is made up of key producers within the OTB such as Alara, Green & Black’s, OMSCo, Organic Farm Foods, Organix, ProduceWorld, Rachel’s and Yeo Valley.
Catherine Fookes at Sustain (the alliance for better food and farming), who are fronting the bid for EU match funding comments: “There is lots of confusion around the word organic and what it means. Research shows that people value naturalness but don’t link this with organic.
"Our communication strategy will not only build consumer understanding but will also drive the organic sector as a whole.” She continues: “Haygarth really impressed us with their clear strategic thinking, passion and creativity and we are really looking forward to working with them.”
Sophie Daranyi, CEO at Haygarth comments: “This is a great win for Haygarth; it will allow us to demonstrate our PR, digital and advertising expertise to create an impactful campaign for the organic brand. We’re currently at planning stage, but there is some exciting and thought provoking activity which we believe will create a step change in behaviour.”
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