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U.K.’s Organic Food Organization To Launch Ad Campaign To Dispel Myths, Boost Sales

November 3, 2010: 11:08 AM EST

The U.K.’s  Organic Trade Board (OTB) is launching a three-year advertising campaign in January to get the word out on the benefits of buying organic food, whose sales fell 13 percent in 2009. The Board has hired the Haygarth agency to help it “democratize” organic food, broaden its appeal and hopefully boost sales through a new Web site, public relations, online ads and social media. According to a spokesperson for the OTB, the goal of the ad campaign is to “break down the myths … that organic is fancy food for posh people.”

Rosie Baker, " Organic food body readies campaign to revive sales", Marketing Week, UK, November 03, 2010, © Centaur Media plc
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