Communication plan for the promotion of organic food in Flanders

The market share of organic for FMCG (fast moving consumer goods) in Flanders is declining and is lagging behind in comparison with Wallonia. This  promotion campaign aims to build a strong image for 'Organic' by highlighting the benefits of organic in a powerful way and by bringing the assurances of the quality label under attention and increasing the recognition of the EU organic label.If the target group can be shifted from observers into buyers, the organic market will be set on the track of reinforcement. A well thought touch point strategy is particularly important for behaviour change: what is needed are the right moments, right media and right spots to encounter people, especially the young demographic, in collaboration with the messages that the programme wishes to convey. The core message that highlights the added value of organic products will be inspired by  5 principles of organic produce: pure and delicious, enjoy a healthy life,  good for the environment, animal friendly, 100% future. The core message will be wrapped in a creative way in visual communications such as a tv spots, informative videos for online media and posters in stores. The chosen campaign information is a key priority on the domestic market. It offers consumers the guarantees on quality and on the characteristics of the product or the production process followed. It creates added value for the products concerned and increases the market opportunities.As marketing objective, the aim is to increase loyalty to organics by pushing up the market share of organics within total FMCG purchases with 35,78% by the end of 2022. The communication objectives are to intensify the demand for all organic food amongst the target group, to increase awareness of feasibility of consuming organic food on a daily basis, pointing out the added value of organics, and ultimately, to increase prompted awareness of the European organic label and its guarantees.