The latest phase of the ‘Organic. Naturally Different.’ campaign launches this week as a series of new ads appears across the capital, including sites at busy London commuter stations.
The campaign worth £1.4 million will continue to raise awareness of the benefits of organic food and farming in the UK whilst building on the successful foundations laid over the last three years which helped contribute to organic volume sales returning to growth (+2.8% sales uplift in 2013, Soil Association Organic Market Report 2014).
Based on an award-winning creative, the new ads will continue to use the humorous speech bubble theme to communicate key messages whilst highlighting the benefits of buying organic and showing organic products are different.
Bringing to life new categories including bread and chocolate, the two ads feature identical loaves of bread and bars of chocolate talking to each other and pointing out that the other was not made organically. Both adverts focus on highlighting the campaign’s key messages around pesticide use in organic and non-organic foods.
In addition to the creative and media spend, the campaign builds on the partnership with the food blogger, Karen Burns-Booth of Lavender & Lovage. Burns-Booth will help address some of the price perceptions of organic by creating a series of recipes and meal plans that are “Thrifty & Organic”. The recipes and meal plans will urge consumers to pay closer attention to the food they put in their shopping basket, by demonstrating the benefits of buying organic products and providing value for the savvy shopper.
Catherine Fookes, campaign manager for ‘Organic. Naturally Different’ comments; “The next phase of the campaign is very exciting, especially as the last three years have been so successful. It is really great that the EU have committed a further £1.4m for the next three years. We have very ambitious plans, with the main focus to grow organic sales even further. This will be done through a variety of media, including a high profile above the line media campaign, brand ambassadors, recipe development, social media, digital and online partnerships. We have every confidence that the next three years are as successful as the first three.”
