Natural foods marketers are rallying behind the annual Go Organic for Earth Day promotion as mainstream consumers embrace organic foods.
This year, 45 manufacturers and 29 retailers (with a total of 3,300 stores) will host sampling, in-store demos, couponing and education events throughout April, culminating on Earth Day (April 22). Organizers were worried at the beginning of the year that it would be too expensive to expand Go Organic, which ran in 2,652 stores across 19 grocery chains in 2005, its launch year (January PROMO). Brand sponsors help fund the campaign, but the cost of materials, such as coupon books and P-O-P, can limit the number of stores involved.
The Organic Trade Association, which organizes Go Organic, partners with non-profit Earth Day Network to overlay in-store activities with grassroots events run by Earth Day Network’s local chapters. New this year is a collection of a day’s worth of recipes from organic chef Akasha Richmond, author of the cookbook Hollywood Dish, available in-store and online. A Go Organic logo posted throughout stores flags participating brand. Minneapolis agency MusicMatters handles the campaign and coordinates sponsorships.
Last year, Go Organic had 400,000 P-O-P displays and 1,515 demos in 2,652 stores. A total of 1.5 million coupon books were distributed; redemption averaged 10% and spiked at 34%. The campaign boosted sales an average 25% and increased awareness among consumers by 8%, per MusicMatters.
“Organic foods can now be found in most grocery stores, and many people would like to try them,” said OTA Executive Director Caren Wilcox in a statement. “Looking for the Go Organic for Earth Day campaign logo in supermarkets is one fun way to get familiar with organic products, and a simple way to take care of yourself and the planet.”
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