On April 13, 2015 VLAM (Flemish Center for Agricultural Marketing) will start a brand new organic campaign. The aim of this campaign is to show consumers the particularly large supply of organic products. The campaign will be carried out by radio and advertisements. The organic sector has grown tremendously. In the last seven years money spent on organic products has risen by two thirds in Belgium.
Regular grocery stores are the biggest organic seller, with 45.3% of the market. The specialized grocery stores (such as biowinkel, Bioplanet,...) come in second with 30.7% of the market. These numbers come from GfK PanelServices Benelux, who was commissioned by VLAM to follow the home consumption of 5,000 Belgian families.
Organic products: everyday accessible items
Consumers do not realize how pervasive organic products are. VLAM's new campaign wants to get people to look at organic products in a new way and change old ways of thinking. We show how accessible and normal organic is. This is why we are going for a break in style: not pedantic, not elitist and not moralizing. Organic is accessible to everyone and for everyday use. Hence the campaign slogan: 'Organic. You can't deny it anymore.'
VLAM hopes that the campaign will contribute to a wider and more frequent use of organic products. Last year nine out of ten Belgian families sometimes bought organic products. Approximately 7% of these families bought organic products weekly and are responsible for a little more than half of all organic expenditures. If we look at total purchases (at home and out) we see that in 2014 on an average day 18% of the Belgian population ate an organic product. Vegetables are the most commonly eaten organic product, followed by eggs, fruit and dairy.
Radio and advertisements
Radio has been chosen as the main advertisement medium. Radio is pervasive, selective and offers creative opportunities. In addition we are going to use visual media to increase the awareness of the European organic logo. There will be advertisements in newspapers and magazines and posters at stores. Ad presence at stores is influential and can impact purchasing decisions.
Consumers do not realize how pervasive organic products are. VLAM's new campaign wants to get people to look at organic products in a new way and change old ways of thinking. We show how accessible and normal organic is. This is why we are going for a break in style: not pedantic, not elitist and not moralizing. Organic is accessible to everyone and for everyday use. Hence the campaign slogan: 'Organic. You can't deny it anymore.'
VLAM hopes that the campaign will contribute to a wider and more frequent use of organic products. Last year nine out of ten Belgian families sometimes bought organic products. Approximately 7% of these families bought organic products weekly and are responsible for a little more than half of all organic expenditures. If we look at total purchases (at home and out) we see that in 2014 on an average day 18% of the Belgian population ate an organic product. Vegetables are the most commonly eaten organic product, followed by eggs, fruit and dairy.
Radio and advertisements
Radio has been chosen as the main advertisement medium. Radio is pervasive, selective and offers creative opportunities. In addition we are going to use visual media to increase the awareness of the European organic logo. There will be advertisements in newspapers and magazines and posters at stores. Ad presence at stores is influential and can impact purchasing decisions.
VLAM wants consumers to experience how commonplace organic products are. That's why we go to places where there are lots of people. We choose popular events, like the Gentse Feesten (Ghent Festival) (July 17-26), and we use social media and PR. The first wave of the new organic campaign will start on April 13th with support from Europe and the Flemish government. In the summer the Ghent Festival is on the program and in the fall a second wave of the campaign and a contest are planned.