Switch to organic and look for Euro Leaf 2.

“Switch to organic – look for Euro Leaf” 2 is a promotional and information campaign that aims at building trust and recognition of EU organic quality scheme and its logo, as well as awareness of merits of EU certified organic products in Poland. It is a 2nd edition of the project which should play a substantial role in restoring organic market in Poland as it has been losing value and consumers after the war broke in Ukraine and caused major economic problems in EU. Expected ultimate impact of the campaign is to bring back the organic market on the track for growth by increasing awareness of the UE organic quality scheme among Polish consumers, stimulating their purchase intent, enhancing competitiveness and consumption of organic products, and increasing sales. Goals of the project are related to art. 2 and 3 of the Reg. 1144/2014, as well as to the priorities of the annual work program 2023. The proposing organization is the Polish Chamber of Organic Food, and all promoted products are certified organic and labelled with Euro Leaf. The campaign targets 3 TGS:(1) consumers – Gen. X, Millenials and Gen Z (21 – 58 ys, city inhab., secondary + education) – 10,9 mio people; (2) opinion leaders – journalists and influencers; (3) organic producers and retailers. TG2 is a secondary target, vital to build a pro-organic culture in the long term. For B2C TG main activities in the program include: tv campaign, digital and social comms (GDN, remarketing, YT and YT remarketing, native and video advertising on major horizontal portals social ads on FB and IG, website), influencer marketing on IG, press ads in organic magazine and outdoor events. As far as B2B is concerned, main activities are trade fairs, organic conference, and digital content. There are also strong PR activities, that include media relations (press and video releases, Prowly press office) and an opening press conference. The program will last 2 years with a budget of 1.173.653,75 € and expected ROI of 5,27.