Marketing Campaign: Organic Foods Essay

2220 Words Jun 18th, 2011 9 Pages
“why organic?”

Our campaign, “why organic?”, includes a series of print ads that increase awareness to consumers about chemically injected foods. Our campaign is differentiated from other campaigns by the multiple perspectives our ads take while sharing a common theme in design and overall point. Humorous, fearful, and informative pictures and facts are used to show consumers the connection between non-organic foods and disease, cancer, and other disorders in consumers. Although organic foods are more expensive in the long run the benefits of eating healthy outweigh the cost of purchasing them.

SWOT Analysis: Strengths

In general, the growing concern for healthful habits is beneficial to our campaign. Mothers’ desire for a long
…show more content…
The value that will be communicated through the integrated marketing campaign is removing the veil that the meat, dairy, and farmers have put in place through educating consumers and ultimately improving their health and children's future eating habits. The value extends beyond tangible benefits of preventing cancers, neurological problems, and behavioral issues. The value of the campaign is more than just functional but offers emotional benefit as well like security and confidence. Knowing that the parent is instilling healthy eating habits in their children, as well as being a positive example, plays a significant role in the importance of the campaign. The solution of our campaign ideally will be to ultimately eliminate all forms of genetically altered foods by increasing awareness in consumers to make a difference in their lives as well as others by making the decision to purchase organic and ultimately decrease the profits of companies producing unhealthy foods for consumers.

Campaign Execution

Print ads with the slogan “why organic?” followed by a specific health risk and an emotional connection to the picture shown is the basis for the integrated marketing campaign to increase awareness about the dangers of food additives and the importance of transitioning to purchasing organic foods. Specifically, hormone injected chicken which is shown in a photo as a

Related Documents