The Organic Industry is launching a high profile 3-year media campaign that is set to deliver sales growth by increasing consumer demand for organic food in the UK.
Funded by over 90 organic companies, retailers and stakeholders, and match funded by the EU, the £2m campaign kicks off in January 2011 under the banner; ‘There are lots of reasons to love organic – discover yours’.
The integrated campaign encompasses national press advertising, PR and digital marketing and has been devised and implemented by Haygarth following a four way pitch*. The new campaign is designed to democratise organic and build compelling reasons for consumers, driving greater understanding of the many benefits of organic. The industry has set a commercial target of increasing organic volume sales by 15% year on year, across the 3-year campaign period.
Chairman of the Organic Trade Board, Huw Bowles comments “We know that people want to eat natural and great tasting food which is exactly what organic is. Research has shown that when it comes to buying food, issues such as naturalness and restricted use of pesticides are important to consumers however they don’t always realise that this is exactly what they would get if they were to buy organic. “
Awareness of the campaign will be driven with a national press advertising campaign with depth of message communicated by comprehensive digital and PR activity. The new campaign strap-line is ‘There are lots of reasons to love organic – discover yours’ which creates a halo to the key reasons to purchase – better for animal welfare, better for nature, more natural and great tasting food.
The campaign launches with two executions that utilise non stereotype models and informal messaging to challenge perceptions. A back page media strategy has been employed to drive cut through, planned and bought through John Ayling and Associates.The 9 month campaign includes back page ads in top women’s weekly and monthly magazine titles such as Heat, OK!, Hello!, Waitrose Food Illustrated and Tesco Magazine.
The new www.whyiloveorganic.co.uk website has been created as the hub of the campaign to discover more about organic. The site provides a forum for consumers to express and share their views and reason for loving organic and will complement social media sites that have been created to support the activity.
“We know from focus groups that the campaign resonates with consumers and challenges stereotypes” says Sophie Daranyi, CEO Haygarth “Nearly 80% of households already buy organic infrequently so the door is definitely open – this campaign is designed to engage, challenge and refresh common perceptions and put organic front of mind.”
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