Creative agency MUH-TAY-ZIK | HOF-FER launched a campaign for Albertsons Companies’ brand O Organics called ‘Organic for All,’ featuring a TV spot and video across digital and pre-roll placements. Organic food is often perceived as unaffordable and out of reach for many consumers. But the ‘Organics for all’ campaign aims to show that O Organics’ USDA certified organic products are more affordable and are widely available at 2,200 stores across the US.
The spot gives life to the feeling of empowerment that grocery customers experience when they join the organic movement. As they proudly take their organic baby carrots, eggs, and chips among other items, shoppers mobilise in the streets in a bright shopping cart rally that illustrates how organics are no longer just for the privileged few but for all.
‘Organic for All’ is derived from the insight that organic foods are experiencing explosive growth in the grocery category as Americans increasingly desire to know the source of their foods. Following this movement toward organic food, the campaign raises awareness of O Organics, the largest organic brand in the US.
“We were inspired by O Organics’ mission to make a wide variety of certified organic products available to more people at better prices, and so our strategy for the work was to show the effect that a purpose-driven brand of this size can have on shoppers nationwide – that organic foods are now available to everyone,” comments Rachel Gold, Associate Director of Strategy at MUH-TAY-ZIK | HOF-FER. “Giving more people access to healthier food is actually a really amazing thing. We are really happy to pass along such a positive message.”
Source: Little Black Book