The Organic Trade Board recognised people tend to associate organic with farm animal welfare and no nasty additives. But they don’t instinctively associate it with a sustainable choice they are making for the planet. It is harder for them to make the connection that by choosing organic products, they are choosing to save biodiversity, the environment and people’s health.

We wanted to drive awareness of ‘Why Organic’ through a targeted paid media social campaign. Engaging a new eco-seeking audience to remind them if nature were able to talk, they would ask you to choose organic.

Our three hero characters: the Ladybird, the Bee and the Earth Worm, represent nature’s key workers. These creatures do the hard graft and thrive on Organic Farms and pesticides free. Without them, our food systems simply fail.

It’s still live as we speak. But already we have reached 5.9m within our selected eco seeker audience, we have achieved over 10K clicks and 3.8K post reactions, including likes, shares and comments.