Marketing Campaign: Organic Foods Essay

2209 Words9 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
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We developed a print ad targeting consumers who purchase fruits and to increase awareness of the pesticide sprays used when farming and how it affects consumer’s health. Another print ad targets Recombinant Bovine Growth Hormone (rBGH) additive links to Breast Caner in women. Studies of animals exposed to rBST, which increases levels of insulin-like growth factor in cows, raise concerns about potential changes in milk protein that links estrogen exposure to breast cancer. The longer the exposure to high levels of the hormone, the greater the breast cancer risk (Organic Valley). The processed chicken print ad is targeted to the 90 percent of Americans who spend their food budget on processed meats that tastes appetizing but have dangerous future health defects (Sustainable Table). Our final print ad targets food coloring and additive links that lead to increased levels of hyperactivity, irritability and restlessness that are common signs of Attention Deficit Hyperactive Disorder (ADHD) in children. An upset baby surrounded with additives being fed to it will be used as the face of our “why organic?” campaign. This advertisement will reach our target market of mothers, and convey the message that they are essentially feeding their children ADHD, ear infections, eczema, and other health problems. The call to action will leave consumers questioning whether they would in fact feed their children harmful additives.

Benefits Sought/Solutions Provided

The benefits of
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