The UK organic industry is set to launch its high profile three-year promotional campaign, designed to increase awareness, and therefore demand, in the country.
The £2m (€2.39m) campaign, which is funded by over 90 organic companies, retailers and stakeholders, with the EU offering half of this figure, will feature the tagline: 'There are lots of reasons to love organic – discover yours'.
Promotional efforts, put together by marketing firm Haygarth, will include national press advertising, PR and digital marketing.
Back page adverts will reportedly be appearing in top women’s weekly and monthly magazines, including Heat, OK!, Hello!, Waitrose Food Illustrated and Tesco Magazine.
The overall aim is to increase organic volume sales by some 15 per cent each year over the course of the campaign's duration.
Sophie Daranyi, CEO of Haygarth, commented: “We know from focus groups that the campaign resonates with consumers and challenges stereotypes. Nearly 80 per cent of households already buy organic infrequently so the door is definitely open – this campaign is designed to engage, challenge and refresh common perceptions and put organic front of mind.”
The new www.whyiloveorganic.co.uk website has been created as the hub of the campaign to allow visitors to learn more about organics, while providing a forum for consumers to share their views.
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