Verbal identity
The brief
The Organic Trade Board – made up of dozens of organic food producers – needed to stem the decline in organic food consumption.
The insight
Too many people saw organic as an expensive, niche product for food snobs. And what did ‘organic’ actually mean anyway? You can’t see or taste the difference.
The strategy
We needed to do two things: reposition organic as a brand and show people what the benefits of organic are.
Brand repositioning
Previous campaigns were earnest, preachy and bland. We wanted to be funny, appealing and thought-provoking. Reflecting the ‘less-is-more’ ethos of organic in a fresh new way, we aimed to be single-minded, fun and even raise a smile.
The idea
We chose a faux-naive look and feel with vibrant colours. Each execution depicted a snippet of over-the-fence chitchat between an organic and non-organic animal or foodstuff, illustrating one key difference in a playful, knowing way.
Tone of voice
Aiming for a 20/30-something, educated urban audience with a slight female skew, the tone of voice was light, camp and breezy with a hint of Heat Magazine. Each ad was underpinned with a compelling and unmistakeable point of difference.
Endline: Naturally different
Research showed us that ‘Because it’s more natural’ was the key motivation for our target audience to choose organic. This led us to ‘Naturally different’ with its useful double meaning – ‘clearly’ or ‘intrinsically different’ with the implication that it’s also ‘more natural.’ This was flexible enough to underpin a whole range of differences from animal welfare to pesticide content.
Cutting-room floor: the endline that didn't run
Our other endline option was 'It's more down to earth.' We loved the double meaning: a play on the straight-talking honesty of organic combined with the hint that the process owes more to nature too. But this second meaning was just too subtle. In its simplicity, ‘Naturally different’ was more resolute and compelling.
Results
The campaign was phenomenally successful. Multiple new executions have been created for a variety of foods as diverse as meat, bread and chocolate. It won an MAA Best Award for ‘Best Advertising Campaign’ and most importantly, substantially increased both sales and awareness.