THE organic industry is launching a high profile three-year campaign highlighting the benefits of organic food and aiming to increase consumer demand cross the UK.
Match funded by the EU, the aim of the £2 million ‘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.
Being launched this week under the banner ‘There are lots of reasons to love organic – discover yours’, the campaign consists of press advertising, PR and digital marketing.
It aims to democratise organic by using everyday people to talk about their reasons for buying and loving organic.
“We know that people want to eat natural and great tasting food which is exactly what organic is,” says chairman of the Organic Trade Board, Huw Bowles.
“Research has shown that when it comes to buying food, issues such as naturalness and restricted use of pesticides are important to consumers – but they don’t always realise that this is exactly what they would get if they were to buy organic.
“The term organic is widely misunderstood and through this campaign we want to help consumers to discover exactly what it means and why it is worth it.”
The ultimate aim is to drive organic sales upwards and Press advertisements will run across a number of national magazines over a nine month period in each of the 3 years of the programme.
The creative ads 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.
Associated PR activity will also help raise awareness and focus on seasonal news stories, real life case studies, competitions, celebrity endorsement and tasty organic recipe ideas.
A new website (www.whyiloveorganic.co.uk) has also been created that will showcase the benefits of organic food, feature up to date news and recipe suggestions.
The site will also provide a forum for consumers to express and share their views and reasons for loving organic, and complement Facebook and Twitter pages which are also being created to support the campaign.