Soil Association Organic Fortnight
3-17 September 2010
To support the market back to growth and challenge the perception of elitism, this year’s theme positions organic as accessible and affordable - encouraging shoppers to choose organic alternatives of products they
use everyday.
To find out more on how your business can benefit read on and download resources and the presentation from our marketing toolkit.
Key mesages
- Strapline: "Choose organic everyday"
- Choose organic for:
- A better planet
- Your well-being
- Animal welfare
- Our wildlife
- A GM free diet
- Organic is an accessible, everyday choice and not always more expensive
- Organic is good for your well-being and your planet, is kind to animals and wildlife and allows us make a big difference - simply through the way we shop
- Organic is not always more expensive, and where it costs a little more you are paying for the extra special care placed on improving animal welfare, protecting wildlife and caring for the enivronment
How to get involved
We have provided some useful ideas and marketing resources to support your activities during the Organic Fortnight.
Ideas for promotion
- Encourage your customers to switch to everyday organic products
- Let your customers know when organic is as affordable
- Hold in and out of store promotions and tastings anytime during the two weeks
- Arrange offers to encourage multi-buys or cross promotions
- Use promotional stickers on packs or within case outer
Advertising and PR
- Amplify the key messages on your website, in your PR and use our ASA approved claims in your advertising
- Take advantage of Soil Association Advertising opportunities
- Use our Press Release Template (see Resources) to give your activities local promotion
- Promote your Organic fortnight promotions through the Soil Association website
- Position adverts or PR releases for the fortnight using our press release template below
Reach our supporters
Engaging with retailers
- We are talking to supermarket buyers about supporting the campaign - why not reinforce this message in your meetings?
- Join up with other businesses to approach retailers with joint promotions
- Consider couponing at checkout and on packs and retail magazine promotions
Events and engaging your staff
- Add you event to our National events listing for Organic Forntight
- Take a stand at the Organic Food Festival 11-12 September
- Hold an event to show customers your commitment to organic
- Hold organic fortnight social events or activities within your head office
- Provide organic menus in your restaurants or sign your canteen up to the Food for Life Catering Mark
- Create internal communication/press releases for your teams
- Organise a staff day out on an organic farm
- Set up an organic buying group to bulk-buy your staff’s cupboard staples at wholesale prices.
- Hold a screening for the Oscar nominated Food, Inc film for your staff with discussion session/dinner
- Sign your business up as a Soil Association Affinity Partner
PowerPoint presentation
Artwork
Other formats are available on request from
sshevlin@soilassociation.orgPR resources