Simply Organic

OBJECTIVE
To differentiate Simply Organic from the multitude of other new organic brands and to gain a profile that would open doors to the grocery buyers.

STRATEGY
Only one in seven grocery product launches are successful so an effective launch is a key factor for long-term success, but the budget was tiny. We identified the role for advertising as creating a newsworthy story that would demand comment in the key trade titles and deliver exposure far in excess of that which could be bought in terms of media space on the available budget. This editorial coverage and the authority of the environment would give the brand the awareness and stature required to achieve appointments with key buyers.

BUDGET
£7,500

MEDIA
Outdoor

RESULTS

• The advertising was featured in both The Grocer and Natural Products (the two key industry titles) and won an Epica Gold for Best Food and Drink Advertising in Europe.
  
  
• Sales grew 3000% in 18 months against organic market growth of 66% over the same period.
  
  
• Simply Organic is among the one in seven new grocery brands that survive the launch phase.