Campaign launches to highlight organic benefits

Date Published: 13/01/2011

The organic industry is launching a high profile three-year campaign that is intended to deliver sales growth by increasing consumer demand for organic food in the UK.
Match funded by the EU, the £1.8m ‘Why I Love Organic’ campaign is focused on inviting consumers to discover what organic means, by challenging their perceptions and discovering their own reason for loving it.

Organic Farmers & Growers has been a keen backer of the initiative from its early days and is now working with other supporters of the Organic UK campaign to help spread the promotional messages.

Richard Jacobs, Chief Executive of Organic Farmers & Growers, said: “This kind of collaboration among those in the UK organic sector has been a long time coming and to have got to this point, with a professional and targeted campaign in place, is a superb step forward for UK organics.

“The aim is to clearly identify the key benefits of organic food and farming by challenging people’s perceptions of what organic actually is, and that is good for everyone.”

The campaign will run from now until 2013, making use of press advertising, public relations activity and digital marketing.

A website backing the campaign has been launched atwhyiloveorganic.co.ukwhich will reinforce the advertising while also showcasing organic food and its producers, providing a forum for discussion and to complement the Facebook and Twitter presence that has been established.