Three household names have joined together in an advertising campaign for the first time to promote the benefits of organic to Ocado and Waitrose shoppers for Organic September.
Combining the power of Whole Earth, Kallo and Clipper Teas, natural food company Wessanen UK is running a series of animated adverts in prime, front-of-store locations across over 100 Waitrose sites nationwide.
The collaborative marketing campaign also includes at-till coupons to encourage repeat purchase and end-of-aisle ‘shipper’ fixtures in over 300 stores; as well as print and digital advertising.
Sales of organic continue to grow across UK supermarkets. New figures show that growth in supermarket sales of organic continues to outperform non-organic, growing at 4% compared to non-organic growth of just 1.5% [source: Nielsen Scantrack data for the 52 weeks to end June 2019].
With Organic September serving as a prime opportunity to raise awareness of the purpose-driven brands, the integrated brand activation aligns closely with the company’s overall marketing strategy and ‘Connected to Nature’ vision; to show how small changes to the shopping basket can make a big difference to people and the planet.
Bryan Martins, Wessanen UK marketing director, says: “With growing awareness around the devastating human impact on our planet, the time for consumers to act is now. More people are becoming aware of how a small change like switching to organic can reduce our impact on the planet. We pride ourselves on our brand’s natural and organic credentials and want to lead the way with consumer engagement during Organic September, to show consumers the difference they can make by choosing Organic.”
Wessanen UK’s ethical and organic tea brand, Clipper Teas, has also launched a dedicated outdoor advertising campaign to show how buying its organic teas can help the planet. Proximity posters target supermarket shoppers in London and the South East.
This runs alongside a Clipper brand activation in 250 health food stores which will include window displays and sampling units; and a partnership with Yeo Valley on an experiential food road show.