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Wake up to Organic

A summer campaign celebrating the best of British organic produce.

Introduction
The Organic Naturally Different Campaign wants to get your customers excited about organic produce this summer. That's why we are running a special initiative that has been designed to deliver “fresh messaging” to your customers to raise awareness of why they should “wake up to organic.”

If you'd like to get involved please email us back the form attached. If you're keen to take part, you'll be emailed a free toolkit with everything you need such as recipes, press releases, sample tweets and facebook posts, to bring “Wake up to Organic” to life.

Wake up to Organic
Wake up to Organic is about celebrating organic produce through the most important meal of the day: breakfast
Why breakfast?
• It's a great showcase for ambient and fresh organic products
• It's easy to prepare in store
• Everyone feels better after a good breakfast – it puts a smile on your face!
• It's an affordable way for consumers to try organic

What will happen?
We're calling for organic brands and retailers all over the UK to join together and offer the nation a free organic breakfast on Wednesday 17th June 2015. You and hundreds of independent stores will be helping the nation 'wake up to organic', allowing us to talk about the benefits of organic food and creating a great reason to generate some PR and social media noise.

How do I make it happen?
We'll provide you with a detailed toolkit to make it as easy as possible to take part. All you need to do is tell us whether you want to get involved. We have deliberately designed the campaign so that it is low cost and requires minimum effort for all those participating. The only cost is making the breakfast.

How will people find out about it?
We will enlist high profile bloggers in three locations (London, Bristol, Glasgow) to create special breakfast recipes for the event, prepare them live in selected retailers and share this with their fans/followers. We expect this to generate a 'halo effect' for the nationwide campaign outside of these key cities. Recipes will be made available to all participants.

We will also produce some simple Point of Sale materials (stickers and a poster) for you to use in store.

Organic Trade Board, The Soil Association and Organic Centre Wales , who are working together on this initiative will talk about the campaign to their significant social media following channels in the run up and you will be able to do the same (#wakeuptoorganic)

The Soil Association will also be supporting this initiative as part of its independent retail campaign, which launches in April http://www.soilassociation.org/trade/getinvolved/ourcampaigns


What will I get out of it?
• Footfall: by creating a new “media
event” you'll generate footfall
• Attract new shoppers
• Increased sales
• Blog and local media coverage
• Social media interaction
• Messaging for in-store displays,
promotions and a reason to buy organic
during the summer months

Timings
• Tell us if you're interested by 6th May
by emailing us your details (see below)
and we will send you a toolkit
• Campaign teased by Organic Centre
Wales, Soil Association and Organic
Trade Board via social media from 4th
May
• Wake up to Organic Day Wednesday 17th
June 2015
_____________________________________________________________________

Please email : Gaynor Jones at Organic Centre Wales gaj18@aber.ac.uk 01970 622953
Please send us your: Name, Name of Store, Address, Telephone Number, email

The Wake Up To Organic campaign is a collaboration between the Organic Trade Board, Organic Centre Wales and the Soil Association

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Aberystwyth University, Ceredigion, SY23 3EB
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