The Organic Trade Board (OTB) has announced a partnership with Tesco To mark Organic September which launched yesterday.
Tesco and OTB have collaborated to send a selection of customers a surprise #OrganicUnboxed ingredients box which aims to inspire consumers to cook with organic more often. As part of the campaign, approximately 7,500 online grocery customers will receive a box of Organic products with a bespoke recipe card and information on the benefits of organic. The campaign will be backed up on Social Media channels with customers encouraged to share pictures of their final creation and show how they have “Unboxed” organic.
Popular food blogger, The Petite Chef, has created a simple, family recipe using the ingredients. This will feature on social media channels and included in the #OrganicUnboxed hamper to further inspire and engage consumers.
Catherine Fookes, Campaign Manager at the Organic Trade Board said: “We are delighted to be working with Tesco this Organic September to share the benefits of organic, and our #OrganicUnboxed Campaign, with a bigger audience. Our campaign has grown awareness of organic which now stands at 40% with sales continuing to rise it’s great to see a major retailer investing in organic.”
The Petite Chef, Andrea Soranidis, commented: “I was delighted to be invited to be part of this campaign. I strongly believe that choosing organic ingredients has myriad benefits in terms of nutrition and taste. Moreover it means supporting companies with strong environmental credentials, helping to protect our native wildlife and soil quality…”
The #OrganicUnboxed campaign spans digital content, advertising, PR, social media and partnerships with high profile ambassadors, forming part of a wider OTB campaign which aims to continue driving organic sales growth in the UK – up 4.9% in the last year alone”.
The #OrganicUnboxed campaign was launched earlier this year by nutritional health coach and author Madeleine Shaw, celebrity chef Tom Aikens and top food blogger Helen Graves who created a range of organic recipes and supporting video content. This was further amplified by media spend seeding content through key social media channels, YouTube pre roll and across media partnerships with both Great British Chefs and The Food Network.
The wider campaign also features recipe inspiration, tips, consumer PR, blog posts and social media content. The first #OrganicUnboxed video, featuring Madeline Shaw, has now been viewed almost 1.5 million times, exceeding both target cost per view and target click-throughs.