ORGANIC #UNBOXED

ISSUE: Our challenge was to overcome organic’s price premium, shift attitudes towards organic being ‘worth it’ whilst highlighting taste and nutritional benefits.  INSIGHT: Consumer research discovered that organic shoppers were getting younger. With the boom of ‘clean eating’, millennials were now both buying and considering organic more than ever. IDEA: Tapping into the ‘unboxing’ phenomenon we created #OrganicUnboxed, which aimed to both inspire consumers to try more organic cooking through engaging recipe content and to excite consumers about the fantastic organic products available in the UK.