The Organic Institute has launched it’s first national consumer education and marketing campaign, which is being sponsored by the Organic Trade Assocation (OTA).
The online campaign, called “Organic. It’s worth it,” seeks to reach new mothers, who are the primary gateways to organic, according to the OTA.
Banner ads with the look and feel of to-do lists seek to educate consumers how buying organic enables them to check-off tasks from their personal, more practical to-do lists while, at the same time, meeting goals on a more aspirational wish list. By purchasing organic food, for example, consumers are not only meeting their grocery shopping needs, they are also helping their kids stay healthy and are supporting the environment.
A separate banner ad is devoted to organic’s connection to each of the following: healthy kids, nutritious meals, food people trust, clean water and a healthy future.
All of the banner ads lead to a micro-site www.organicitsworthit.com. The ads will run March 5 through late May on sites such as CafeMom.com, NPR.org, CNN.com, Parents.com and IdealBite.com.
The campaign was developed with the help of brand public relations firm Haberman.