The Organic Naturally Different Campaign

摘要

The Organic Naturally Different Campaign was born out of a need to explain the benefits of organic food and drink clearly and simply to consumers. In the boom time of the 90s, all you had to do it seemed, was put organic on the label of your product and it flew off the shelves. Not so when the recession started to bite and people began to seriously examine their spending. The tightening of peoples' purse strings, coupled with the lack of a single unified message about organic to consumers. meant sales started to fall. And that's why the Organic Trade Board (OTB) and Sustain felt it was important to do something to address this sales decline. When we found out there was a Promotion fund available at the EU, which could be match funded to promote organic we thought we'd be mad not to apply for the funding.