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With pressure on household budgets and a shift towards discounters that tend to have limited organic offerings, it can be tough to make premium organic food feel ‘worth it’. Our challenge from Organic Trade Board was to flip this on its head for millennials and show organic is worth every penny.
Despite a shift towards ‘clean eating’, Millennials lack of understanding organic means the category doesn’t always seem relevant to them. However, our ‘inspiration generation’ research showed that our audience are constantly seeking inspiration for their next meal online and turn to digital influencers for ideas.
Introducing #OrganicUnboxed – the online platform that inspired millennials to try more organic cooking and unbox the reasons to choose organic. Through engaging recipe content and emotional storytelling, #OrganicUnboxed became the perfect vehicle to bring organic’s benefits to life, creating a disruptive platform that we deployed across multiple touchpoints.