'Find Better. Look for Organic' says UK ORGANIC
UK ORGANIC, formerly known as the Organic Trade Board, has announced this year’s Organic September campaign message as ‘Find Better. Look for Organic’.
Now a CIC, UK ORGANIC has undergone ‘a complete transition’ since 2023, including a strategic restructuring which will see the group exploring new avenues of funding to support the organic sector.
Intrinsic benefits
Within this change of direction, the 2024 campaign will focus on digital messaging, informed by a large body of consumer research carried out this and last year, revealing that ‘consumers are more aligned with the intrinsic benefits of organic i.e. benefits that directly related to them, rather than the extrinsic values that are more commonly used when marketing organic’.
In partnership with creative agency Feel and marketing agency Atalante, UK ORGANIC has developed a line of messaging which focuses on those intrinsic benefits.
“The target audience emerged as one that is more invested than average in their and/or their families’ health, and who are prepared to pay more for products that are free from harmful synthetic chemicals. They are searching for better: better for them and for their family, but also better for animals, for people, products of better quality that are produced with better values,” says the group.
Simplified and accessible
While many positive claims can be made about organic, UK ORGANIC has narrowed it down to what it calls ‘a simplified, accessible message’:
When you find organic, you find products:
- Certified to higher standards
- Without harmful synthetic chemicals and pesticides
- Better for you, your family and the planet
“The first point reinforces trust in organic,” says the CIC. “It is a legal standard that requires audits and certification by an independent body. The second point relates back to the main takeaway from the consumer research — people are looking for an absence of inputs, which results in a product that is clearly better all around. This message can be flexed to what ‘better’ means in different categories like food, textiles, cosmetics, supplements, but also those categories where it can seem trickier like wine/spirits/beer and confectionary.
“There is also the option for brands to overlay the messaging over their own pictures, to unify the messaging while allowing brands to utilize their own styles and images.”
By Rosie Greenaway, editor