The UK's organic movement has announced the next step in its three-year programme to increase awareness and boost consumption of organic products.
Last year's 'Why I Love Organic' campaign reportedly proved successful, but for the second year the focus will be on the naturalness of organic produce, with a campaign called 'Organic, natually different'.
The aim of the campaign will be to drive sales by increasing purchase frequency among infrequent organic buyers, as well as encouraging 'heavyweight' organic consumers to become passionate advocates.
According to the Organic Trade Board, the campaign 'communicates the message that organic food is food as it should be, less fake and naturally different. The warm and down-to-earth conversational tone aims to explain to consumers the natural benefits of organic by highlighting the unnatural treatments of non-organic produce'.
The campaign will include digital advertising, social media and PR and will be driven by research showing that many consumers still don't understand the difference between organic and conventional products.
It will feature posters in key central London underground stations and a new facebook app, Why Choose Organic, plus a Question Time-style organic debate.
Anna Rosier, chair of the Organic Trade Board, commented: 'We’re all dealing with tough economic conditions, and organic is certainly no exception.The ‘Organic, naturally different’ campaign is confident, noisy and humorous and we know it’s going to help deliver the growth in sales the organic sector wants, as well as getting people debating organic.'
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