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Welsh angle on a new advertising campaign for organic food

Organic Centre Wales (OCW) will be supporting a high profile three-year campaign to promote organic food in the UK.

The £2m campaign, paid for by organic businesses and match-funding from the EU, invites consumers to discover what organic means to them, by challenging their perceptions and discovering their own reason for loving it. In Wales, OCW will be ensuring bilingual press coverage of the campaign, and using its messages to support generic promotion work under its Better Organic Business Links (BOBL) project.

Launched in January 2011 under the banner 'There are lots of reasons to love organic – discover yours', the campaign consists of press advertising, PR and digital marketing and aims to democratize organic by using everyday people to talk about their reasons for buying and loving organic.

Sue Fowler, Director of OCW, says: “We know that people want to eat natural and great tasting food which matches their perception of organic. This campaign will raise the profile of organic food and give consumers the chance to find out for themselves what organic actually means.”

Press ads will run across a number of national magazines over a 9-month period in each of the three years of the programme. Linked to this, PR activity will focus on seasonal news stories, real life case studies, competitions, celebrity endorsement and tasty organic recipe ideas.

A new website (www.whyiloveorganic.co.uk) has been created that will showcase the benefits of organic food, feature up to date news and recipe suggestions. The site will also provide a forum for consumers to discuss their reasons for loving organic, and will complement the Facebook and Twitter pages which are also being created to support the campaign.

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