Food & Drink: Organic is naturally the best choice

OTB wanted to drive awareness around organic food through its newly named 'Organic, naturally different' campaign.

Organic Trade Board: Promoting plums
Organic Trade Board: Promoting plums

Campaign: Organic, naturally different
Client: Organic Trade Board (OTB)
PR team: Haygarth
Timescale: May-September 2012 (year two of three-year campaign)
Budget: £297,000

 

Objective

  •  To increase awareness of the benefits of organic food and farming, and grow sales.

Strategy and plan

To launch the campaign, the PR team set up a Question Time-style debate to allow people for and against organic food to thrash out the issue in front of invited media. The debate was hosted by John Craven and panellists included rapper Speech DeBelle. Video content from the debate was seeded to an OTB-associated page. Influential bloggers were invited to an organic farm to see the animals and taste the produce. Awareness was raised by using existing media contacts to place recipes from an OTB cookbook into consumer, cookery and women's titles. Media partnerships were formed with Mumsnet and Tesco.

Measurement and evaluation

The campaign generated 180 pieces of coverage.

Results

Organic UK's Facebook page gained 10,000 fans during the first month. There was a 25 per cent increase in org-anic fruit and vegetable sales, and a 15 per cent rise in organic milk sales at Tesco during the partnership.

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