Organic Food, EU Certified

VLAM submits this proposal to support the Belgian organic sector by promoting awareness and recognition of the EU quality scheme on organic production. While the demand for organic products is growing, domestic consumption in Belgium remains modest. Key barriers include price sensitivity, limited product availability, and a lack of consumer awareness about the benefits of organic farming.
The campaign aims to increase recognition of the EU organic logo and its guarantees of sustainability, quality, and environmental responsibility. By enhancing communication around these benefits, the programme seeks to encourage more informed consumer choices, promote trust in organic certification, and support the growth of organic farming in the EU.
Targeting Belgian consumers aged 25–44 from social groups 1–4, the campaign will use a strategic mix of digital media, social platforms, video ads, informational websites, and synergy with existing activation events. This approach ensures broad reach and engagement with an audience increasingly concerned with health, sustainability, and responsible consumption.
The communication strategy combines emotional appeal, rational messaging, and experiential marketing. Video ads create a personal connection to organic benefits, social and display ads reinforce trust allow consumers to engage directly. By amplifying the presence of organic products in the Belgian market and aligning with both consumer values and EU priorities, this initiative aims to generate measurable, long-term impact on consumer behavior and market growth.
The products shown in the communication, such as a plate of food in videos or on social media, are of secondary importance and subordinate to the core message of the Organic Quality Scheme and the recognition of the EU Organic label. In our promotion, we also never showcase individual agricultural products, but rather a basket of products, and we will not highlight individual items in our communication.