The idea ‘Organic. Feed your happy.’ brought the joy back to buying organic food—produced the natural way—offering an extra reason to smile as it does good for the environment as well as the taste buds. It also involved the audience in being a part of the conversation and sharing the food they love.
Print and outdoor advertising—
The campaign launched by showing the origins of organic produce, giving people a glimpse of what they don’t see at the supermarket. Humorous long copy was used in print to bring some fun to choosing organic.
Our mission in social was to make the social feed happy and full of organic goodness too. Fun facts, simple recipes, the organic hour, events and organic heroes were just our five-a-day.
To launch the campaign, we collaborated with DJ and presenter Sara Cox—choosing her for her down-to-earth style and to add a bit of fun and rock’n’roll.
Feeding Sara's Happy
We created an online series creating Sara’s happiest meal, with her favourite food, with her favourite people in her favourite place—with the help of a few Organic producers for that extra dollop of happiness.
Within the first year (of a three year campaign) sales of organic produce are up at major retailers by over 8% and nearly 20% online.