SA encourages UK to 'Love Organic' this September
Naming the theme of this year’s Organic September campaign as ‘Love Organic’ the Soil Association (SA) is inviting the nation to share its favourite organic products.
The SA’s approach to Organic September 2024 will focus on one ‘simple, compelling’ message — Love Organic — to celebrate ‘all that is great’ about organic farming, food, health, fashion and beauty.
“Organic September aims to reinforce the love and joy loyal shoppers feel for organic and encourage new customers to give it a try by highlighting the benefits organic delivers for nature, health and the planet,” says the SA.
“The campaign will encourage people to share their favourite organic product and why they love it so much. Whether it’s a super tasty food or delicious tipple they can’t resist, a winning ingredient, their favourite skin cleanser, or a cosy night shirt that they simply can’t sleep without — it is their must have, much coveted organic product. And for others the campaign will ask them to choose one organic food, fashion or beauty product to try that they can fall in love with.”
Niamh Noone, senior marketing manager, Soil Association Certification, comments: “Organic is a vote for nature, health and the planet. It gives you a real buzz when you take a positive step by buying and enjoying something that is genuinely good. And with organic there is plenty to feel good about.”
Organic September 2024
- Organic heroes: Through a social media campaign celebrity supporters, chefs, influencers and producers will share their ‘organic hero’ product, brand or practical tip.
- Organic September Saturday: 21 September gives indie retailers a chance to build upon last year’s sales growth through promotions, in-store demos and sampling, and to showcase their organic heroes.
- Walk and talk: Farmers will open their gates to host farm walks, educating visitors on how organic farming supports biodiversity, ensuring up to 30% more wildlife than on non-organic farms.
- Support Bees; Sip Organic: The Organic Tap Takeover gives brewers of organic beers, ciders and lagers an opportunity to engage with pubs and restaurants. “Organic beer has a real feel-good factor. We are asking everyone to raise a glass to organic and support an abundant landscape with more wildlife, healthier soils and no pesticides or herbicides. Choosing organic beer when you can is a real win for nature,” comments Greg Pilley, MD of Stroud Brewery.
A digital toolkit will be made available for brands to support their Organic September celebrations, featuring impact stats, key messaging, graphics, social media assets, video content and press release templates.
An Organic Living Guide is also being compiled by the SA ‘to help tell the organic story to audiences far and wide’. Brands certified by the SA are invited to get in touch with editorial content which ‘brings to life’ the story of organic in general and brands specifically.
By Rosie Greenaway, editor