COTA’s Organic Week Campaign Delivers New Creative and Strong Support From Industry in 2020
The new campaign concept for Organic Week 2020 I CHOOSE ORGANIC was wildly successful! The campaign included extensive digital engagement, highlighting thepositive elements of organic across all product categories. Even educated consumersdon’t always know the holistic aspects of what organic promises and we aimed to deepentheir understanding on many areas including but not limited to soil health, biodiversity andanimal welfare. The social media toolkit was used by all of our regional partners toensure consistent messaging and excellent distribution of the campaign tools. Just undera thousand retailer point of sale kits were distributed across the country to catch theattention of consumers in a shopping environment.
A video series featuring the phenomenal work of organic farmers across our greatnation showcasing farmers personal testimonials for why #IGrowOrganic. Check out all of our videos and webinars that were part of the Organic Week here.
The Globe and Mail, Montréal En Santé, Now Magazine and Georgia Straight featured articles and information about organic in order to deepen our reach to new consumer groups. Our three online contests also attracted (with the promise of fabulous organicprizes) new consumers to engage with us online and learn more about organic along theway. The Spot Canada Organic contest, our Organic IQ Quiz and our Organic RecipeChallenge contests will run until September 30th so you have time to promote and enterto win! Follow us @ChooseCanadaOrganic on Instagram and Facebook to participate.
It goes without saying that this consumer campaign would not be possible without thegenerousity of our sponsors. As COVID-19 hit in the midst of our fundraising, it was heart warming to see the continued support of the industry to continue to educate consumers and highlight the positive elements of organic and purchasing Canadian.COTA would like to thank the following sponsors for their ongoing support to ensure Canadians learn more about organic practices and the importance of choosing organic products, for their health and for the health of the planet.
Our 11th annual Organic Week delivered a truly integrated campaign with national support from partners, our online events provided a full week of interesting speakers, timely content and great consumer engagement. Stay tuned for our full Organic Week Debrief report which will include a post-campaign consumer study to gage the impact of the campaign on shifting consumer behaviour.