Welsh angle on a new advertising campaign to highlight the benefits of organic food
The £2m campaign, paid for by organic businesses and match-funding from the EU, invites consumers to discover what organic means to them, by challenging their perceptions and discovering their own reason for loving it. In Wales, OCW will be ensuring bilingual press coverage of the campaign, and using its messages to support generic promotion work under its Better Organic Business Links (BOBL) project.
Launched in January 2011 under the banner 'There are lots of reasons to love organic discover yours', the campaign consists of press advertising, PR and digital marketing and aims to democratize organic by using everyday people to talk about their reasons for buying and loving organic.
Sue Fowler, Director of OCW, says: We know that people want to eat natural and great tasting food which matches their perception of organic. This campaign will raise the profile of organic food and give consumers the chance to find out for themselves what organic actually means.
Press ads will run across a number of national magazines over a 9-month period in each of the three years of the programme. Linked to this, PR activity will 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 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 discuss their reasons for loving organic, and will complement the Facebook and Twitter pages which are also being created to support the campaign.
More than 90 organizations have pledged their own money to the campaign, including Welsh organic companies Omsco, Calon Wen, Daioni, Graig Producers, Rachel's, Rhug Estate, Slade Farm and the Welsh Black Cattle Society, and multiple retailers including Sainsbury's, Tesco and Waitrose.
The UK campaign is being managed by the food charity Sustain working with advertising agency Haygarth and will run for a three year period, from October 20102013.
Dafydd Owen, Organic Centre Wales, Aberystwyth University. Tel. 01970 622248, e-mail email@example.com.
Haygarth on 0208 9713300 or email OTBPR@haygarth.co.uk
Notes for the editor
1. Organic Centre Wales is funded by the Welsh Assembly Government to provide information on organic food and farming to producers, food businesses, consumers and others. It is based at Aberystwyth University and run by a partnership consisting of the ADAS, the Organic Research Centre Elm Farm, and the Institute of Biological, Environmental and Rural Sciences at Aberystwyth University.
2. BOBL is an Organic Centre Wales project and is funded under the Supply Chain Efficiencies scheme as part of the Welsh Assembly Government Rural Development Plan. The project is designed to support the primary producer in Wales and grow the market for Welsh organic produce in a sustainable way. The project will develop new, emerging and existing markets for organic produce whilst driving innovation, at all levels, within the supply chain. The overall aim is to support a thriving Welsh organic sector so that the benefits of WAG investment in the Organic Farming Scheme to generate agri-environmental benefits, and in the Welsh Organic Action Plan to support rural development and sustainable food production, can be fully realised.
3. The Organic Trade Board is a trade body made up of over 120 companies who want to change the perception of the organic industry in the UK. For more information, please visit www.organictradeboard.co.uk. The Organic Trade Board has collectively pledged £300,000 per year, which the EU has agreed to match. The total budget for the three year campaign is £1.8m.
4. The charity Sustain, the alliance for better food and farming, submitted the bid to the EU on behalf of the organic industry and is now responsible for managing the campaign.