The Organic Milk Suppliers Co-Operative (OMSCo), a 550 strong group of UK dairy farmers, depends on a healthy market for organic milk. Their future prosperity rests with the shopping habits of a UK consumer who recognises the benefit and the low cost of switching to organic milk.
Bray Leino set out to achieve a shift in shopping habits with a national multi-channel campaign incorporating TV, print, advertising, PR and an innovative education and partnership programme.
• Milk purchase is one of the most habitual and therefore difficult shopping behaviours to change. Although the dominant supplier, OMSCo has no brand presence on shelf.
• Given the market penetration of milk, the potential audience is huge.
• Whilst the general public broadly appreciate that organic milk is ‘better’, there are no scientifically substantiated health claims permitted by Clearcast and the ASA.
• The media’s attitude to organic food and farming has gradually cooled, with periodic challenges to the tenacity of benefit claims.
• The campaign focused on organic milk as the ‘simplest way to go organic every day’.
• Bespoke qualitative research ensured we could utilise the most effective channels to deliver real impact.
• An award-winning press ad campaign, TV ad and inserts in the neo-natal Bounty DM packs.
• The ‘organic everyday’ campaign included PR and digital that focused on lifestyle, health and well-being media titles with the recruitment of celebrity and organic supporter Donna Air.
• Creation of young champions with a badge sponsorship deal through the Scouts Association and educational visits for school children to local organic dairy farms.
• Total consumer OTS to date is 638 million (target 220 million) and it’s the only organic market not in steep decline with record sales reflecting a 6% YOY growth*
• Advertising over-delivered on audience penetration whilst coming in under budget.