Normalising organic choice: growing sales in the UK and Denmark

Normalising organic choice: growing sales in the UK and Denmark The campaign aims to make organic food and drink the natural choice of consumers. Both the UK and Denmark have much to do to entrench organic into everyday shopping. The UK organic market has been turbulent, it fell by 12% in 2009 and so the campaign is essential to ensure the growth continues. Denmark is a world leader in organic with an organic market share of 8.4%, but still there is much room for growth. Three action objectives: 1. Increase awareness of organic food and drink 2. Improve attitudes to, and understanding of, organic food and drink 3. Grow value sales of organic by 5% per year in UK and 10% per year in Denmark The key target group is current consumers of organic who are low and medium advocates. We will target them to increase their organic purchasing so they become heavy buyers. The strategy is a fully integrated marketing campaign consisting of: Media advertising to create a strong visual impact, raise awareness of organic and increase consumer’s understanding. Adverts will be in print publications, out of home posters and on-line. Public relations will bring the campaign to life and extend the reach of the advertising. It will earn coverage and explain the longer messages and the “Reasons to Believe.” Shopper / retailer activity to ensure availability and high visibility of organic in store via a strong retail strategy, with tasting days and point of sale materials such as shelf wobblers, recipe booklets, bags and lunch boxes being developed. Social Media to encourage two-way conversations with our target audience turning them into advocates and active participants in the conversation about organic. The campaign will create films, recipes, and shareable posts. The campaign has a strong measurement of impact programme to ensure that the Action Objectives are achieved.