The campaign will target Irish consumers aged 24 to 44 across a range of media including TikTok, YouTube, radio, and outdoor advertising. The campaign also features partnerships with retailers, ‘foodie’ influencers and the sponsorship of a top-rated podcast.
Emmet Doyle, Bord Bia Organic Sector Manager commented on the launch: “Bord Bia research into the organic market found that there is already strong goodwill and positivity towards organic produce among Irish consumers. The goal of the campaign is to translate that goodwill into purchases. We’re using the tagline ‘more-ganic’ to encourage consumers to add more organic produce to their shopping basket. The campaign has been rigorously tested and refined using consumer focus groups, and we hope it will have a strong impact among the target audience.”
The first burst of the ‘more-ganic’ campaign begins on November 6th and runs until December 17th and a second wave will run next spring as part of a three-year plan to support the organic sector.
The campaign is part of a suite of activity undertaken by Bord Bia to support the organic market, which includes in-depth research into the organic market in Ireland and abroad, trade advertising and retailer activations in key European markets for organics, and increased participation at trade fairs.
Earlier this week, Minister Hackett officially opened the Origin Green Ireland stand at the Natexpo trade show in Paris, where nine Irish organic companies exhibited from 22-24th October. Natexpo is France’s largest trade fair for organics and attracts buyers of organic produce from key European and international markets.
The Irish market currently consumes 50% of all organic lamb produced in Ireland with the remainder exported, mainly to Germany and Belgium. Over one third of all organic Irish beef is sold in Ireland with the remaining two thirds destined for Germany (25%) the UK (22%) and the Netherlands (5%). Similarly, 30% of organic oats are consumed in Ireland with half of all organic oat exports going to the UK. 95% of organic eggs and 90% of organic dairy are sold on the domestic market. Organic Irish fruit and vegetables have a 7% share of the organic fresh produce market in Ireland.