Demonstrating the benefits of organic food and engaging new audiences
Food and AgricultureChallenge
Increase awareness of organic, improve understanding of organic, and help grow sales across the sector. Launch ad campaign Organic. Feed Your Happy. - organic food makes you feel happy because it is better for health, animal welfare and for the planet.
Solution
We launched Organic. Feed Your Happy, with radio DJ Sara Cox and chef Rosie Birkett designing the food that makes them feel happy. Supported by network of #FeedYourHappy ambassadors, with short films, survey, media and blogger campaign, to engage people on the emotional reasons for choosing organic.
Result
Delivered > 110 pieces of media coverage with reach of > 8.4 million - exceeding KPIs across all media, more than 30 bloggers engaging in campaign and joining the conversation on social media.
Impact
Organic market grew by 4% during the year of the campaign, and major retailers like Tesco and Sainsbury’s engaged in organic during September.
Media Coverage
