SWITCH TO ORGANIC – LOOK FOR THE EURO LEAF

“Switch to organic – look for the euro leaf” is a promotional and information campaign that aims at building recognition in Poland of the "euro leaf" logo and awareness of the advantages of organic certified products.
The expect ultimate impact is to increase awareness of the union quality scheme on organic production among polish consumers and enhance the competitiveness and consumption of organic products in Poland, raising their profile and increasing sales.
The objectives are related both to the articles 2 and 3 of the regulation 1144/2014 (especially 2 c) and 3b) and the priorities of the annual work program 2021. The project is promoted by the polish chamber of organic food (Piże) and all the promoted products are certified organic foods and labelled with the European organic food logo, in accordance with the European regulation.
The program targeted mainly at consumers, polish millennials (27-40) and genz (19-26 years old), mostly educated, above the secondary level of education, living in cities. The project focus also on media & influencers because involving them as an active target, with dedicated awareness-raising activities, is fundamental to build a pro-organic culture in the long term.
The program also involves organic producers and processors who are a vital part of the polish, still developing organic market. When it comes to the B2C target group, the main planned activities are outdoor adv campaign, idea placement in tv morning shows with dietary experts and cooking with organic food, digital & social comms (video content, website, SEO and sem marketing, social media, influencers marketing strategy), press campaign, outdoor events. As far as the B2B target group is concerned, main activities are trade fairs, organic conference, digital content. There are also strong PR activities planned during a 2 year program, including press meetings, video releases, press releases.