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Slated for April 2010, the sixth iteration of the “Go Organic!™ for Earth Day” campaign will include such familiar components as the high-value coupon book, eye-catching point-of-sale materials, and various social media and public relations vehicles, but will now also focus on reaching consumers through an evolving Web site offering a blog, daily giveaways, online coupons, and advice about organic products, among other features.
A partnership between the Organic Trade Association (OTA), Earth Day Network and Effect Partners™, the 2009 Go Organic!™ for Earth Day national campaign “created a powerful wave of support for organic across the nation,” according to Christine Bushway, executive director of Greenfield, Mass.-based OTA. The campaign has generated 20 million impressions and enabled participating brands to outperform the national average dollar sales for U.S. food stores.
For the first time in 2010, retailers will also have the ability to sign-up online via OrganicEarthDay.org. “We believe that this change is going to make it easier than ever for retailers to get involved,” said Michael Martin, Chief EFFECT Officer of Minneapolis-based Effect Partners, Inc.™, the parent company of MusicMatters and creator of the award-winning Effect Marketing™ process.
Additionally, participating retailers will receive through the campaign’s Web site an assortment of detailed resources designed to enhance and simplify in-store execution.
“The 40th anniversary of Earth Day in 2010 will inspire even the smallest changes, such as buying organic food, and will demonstrate that through social actions, each person can positively impact our planet,” said Kathleen Rogers, President of Washington-based Earth Day Network.
As in previous years, the convenient store finder capability will enable site visitors to easily locate the nearest participating retailer to find their own high-value coupon book.
For more information about the Go Organic!™ for Earth Day campaign, visit www.OrganicEarthDay.org.