New campaign launches to highlight benefits of organic

07 January 2011

The organic industry launches a high profile 3-year campaign that is set to deliver sales growth by increasing consumer demand for organic food in the UK.

Match funded by the EU, the aim of the £2m ‘Why I Love Organic’ campaign is to invite consumers to discover what organic means, by challenging their perceptions and discovering their own reason for loving it.

Launching this month under the banner ‘There are lots of reasons to love organic – discover yours’, the campaign consists of press advertising, PR and digital marketing and aims to democratise organic by using everyday people to talk about their reasons for buying and loving organic.

Press ads will run across a number of national magazines over a 9 month period (in each of the three years of the programme). The advertising creative will challenge perceptions by featuring everyday individuals who would not normally be associated with buying organic, each giving their reason for why they love organic, highlighting the benefits of organic food.

The PR activity will help to raise awareness and focus on seasonal news stories, real life case studies, competitions, celebrity endorsement and tasty organic recipe ideas.

A new website showcases the benefits of organic food, features 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, and will complement the Facebook and Twitter pages which are also being created to support the campaign.

For further information please contact the Organic Trade Board press office at Haygarth on 0208 9713300 or email otbpr@haygarth.co.uk

www.whyiloveorganic.co.uk