New ‘Organic, naturally different’ campaign aiming to increase sales of organic foods

The Organic Trade Board has started a new campaign today to continue to drive sales of organically produced fresh produce and meats.

Organic carrot

The latest iteration of the ongoing ‘Organic, Naturally Different’ campaign, which is 50% funded by the European Union, includes a combination of out-of-home advertising and digital spend to imagine scenarios where organic food products can talk, with carrots lambasting artificial food production and chicken’s talking up the benefits of animal welfare.

Working closely with major retailers, including Tesco, Sainsbury’s and Waitrose, the advertising, created by Haygarth, will feature a combination of 48-sheets and 6-sheets outside stores over the next 12 months.

Sales of UK organic food were up 4% in 2014, and the OTC claims that 85% of of consumers who see the campaign will go on to purchase organic foods within two weeks.

“With the UK organic market celebrating its second consecutive year of growth in 2014, we know that the campaign is both disruptive and effective,” said Organic Trade Board’ campaign manager Catherine Fookes.

“This year’s campaign aims to be even bigger and better than before and the exciting new creative will help reinforce our powerful ‘Naturally Different’ message, helping to support continued growth of the buoyant organic market.”

More than 120 organisations have pledged support for the campaign including leading retailers Sainsbury’s and Tesco, and organic brands such as Green & Black’s and Yeo Valley.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here