The Organic Trade Association sponsored “Organic. It’s Worth It” this spring, and so far, has received positive feedback on its first consumer campaign.
The online campaign, launched by the Greenfield, Mass.-based Organic Agriculture and Products Education Institute, features banner ads on Web sites including www.oprah.com, www.parenting.com and conventional news sites.
The ads link consumers to a micro site, www.organicitsworthit.com, that has more information about nourishing the family, serving food that can be trusted, enjoying healthy meals, making the home a healthier place to live and helping the environment. Five separate banner ads take up the different issues.
“You never know how it’s going to go when you launch something like this, but the click-through rates have been comparable to when sweepstakes are up on Web sites. We’ve had a lot of click-throughs,” said Barbara Haumann, spokeswoman for Greenfield, Mass.-based association. “That should translate to a lot of consumer education about organics.”
The campaign targets mothers — especially new mothers — with young children at home, the primary gateways to organic, said Laura Batcha, marketing director for the association.
“The goal is to answer two questions: What is organic and why can I trust it?” Batcha said.
The ads are designed like checklists, which promote the idea that by choosing organic, mothers can check off good things on their to-do lists.
Ads started appearing March 5, and the campaign should run through the end of May. It was developed by Haberman, a Minneapolis-based public relations firm.
In addition to the consumer sites the ads are featured on, OTA members can download the ads to their own Web sites, linking their consumer traffic to the campaign Web site.
The Organic Institute seeks a consumer ambassador to act as a spokesperson for organics as part of the campaign. The institute is collecting videos submitted on YouTube, in which applicants explain why they feel organics are “worth it.”
The winner will receive a trip to the All Things Organic show June 16-18 in Chicago, as well as serve as the Organic Institute’s official spokesperson. Contest details are available at www.organicitsworthit.com/getinvolved, and submissions can be sent to www.youtube.com/group/organicidol.