1. the organic symbol of trust Soil Association Organic Fortnight 6-21 September 2008 Suzy Madigan Marketing Manager

2. the organic symbol of trust Soil Association Organic Fortnight Campaign objectives: –Consumer information and awareness –Engaging the public with the issues –Underscoring the values of the symbol –Licensees, retailers and supporters bringing the campaign to life

3. the organic symbol of trust Learnings from 2007 “Breakfast was a great hook” “We don’t sell breakfast items” “We need to focus on the environment right now” “The environment is key but let’s not forget about health” “It must be relevant to beauty and textiles as well as food”

4. the organic symbol of trust Creating the campaign What is important to you? –Lead on environment –Communicate the multiple benefits of organic –Reinforce the values in the SA symbol –Memorable, simple strapline –Longevity

5. the organic symbol of trust

8. Using the logo Button link to SA website Use within own campaign materials Use SA symbol in advertising & communications

9. the organic symbol of trust Make the most of the symbol

10. the organic symbol of trust

11. Using the stickers Use on-pack Talk to buyers early Pre-order large numbers or download artwork for own printing Use at tills, on receipts, menus, at events

12. the organic symbol of trust Sponsorship Campaign and communications partners The leading consumer event in organic calendar Sponsorship benefits

13. the organic symbol of trust How can your business make the most of the campaign? Plan autumn communications around campaign Download strapline and fortnight logo for own materials Website will be the hub –www.soilassociation.org/organicfortnight –Info, FAQ’s, order materials Use SAOF Marketing Toolkit –Key reasons to choose organic for PR –Approved advertising claims –Events planning guide

14. the organic symbol of trust Retailers – front line Why so key? Direct contact with the public –Host events to take consumers beyond products –Independents - promote events on SA web –Stock free miniature Living Earth magazine –Display posters and give out stickers –Talk about benefits in-store

15. the organic symbol of trust Wholesalers – central support Why so key? Central access and distribution point for promotional materials –Feature posters, stickers and Living Earth in catalogue –Distribute to customers to encourage in-store activity –Equals increased orders

16. the organic symbol of trust Brands – vital mouthpiece Why so key? Network of key ambassadors –Feed the campaign into your PR and communications –Engage buyers early Communication of benefits over price cuts On pack stickers - same organic message all over store –Encourage campaigns with food service clients –Feature campaign on websites, use databases, newsletters Link to the SA site via the SAOF logo or SA symbol –Promote at festivals including Bristol

17. the organic symbol of trust Promoting Soil Association membership How is this relevant to the campaign, or the organic market? –Builds a network of informed consumers and ambassadors –Membership connects consumers with issues behind organic and moves them beyond occasional purchase

18. the organic symbol of trust Stay in touch Let us know your feedback Update us on your plans Send us photos of events Keep a good eye on the website Subscribe to the Marketing Bulletin NB: Please remember to check all communications containing claims with CAP or the ASA prior to publishing them in paid for media.

19. the organic symbol of trust Thank you For more info, visit www.soilassociation.org/organicfortnight