2007 Press Releases
OTA's 2006 Go Organic! for Earth DayTM wins PRO Award
http://www.ota.comNews Release For information, contact:
Barbara Haumann (413-774-7511, Ext. 20)
GREENFIELD, Mass. (Sept. 20, 2007)-The Go Organic! for Earth DayTM campaign, an award-winning project of the Organic Trade Association (OTA), MusicMatters of Minneapolis, MN, and Earth Day Network, this week captured another award, with its 2006 campaign receiving the second place PRO Award in the category of Best Retail/Co-Marketing Campaign at award ceremonies Tuesday evening, Sept. 18, in Chicago.
"This marks Go Organic! for Earth DayTM as one of the best of the best retailing and co-marketing campaigns in the United States," said Caren Wilcox, OTA's Executive Director.
The PRO Award competition was open only to U.S. promotions, with entries from promotion, advertising, marketing and public relations agencies, consultancies, in-house agencies and marketing departments. Entries were judged on concept, originality, execution, and results. To read about the Pro Awards, see http://theproawards.com/.
The April 2006 Go Organic! for Earth DayTM in-store promotion project of OTA, MusicMatters, and Earth Day Network featured educational materials, Earth Day events, organic product sampling, and a coupon book that encouraged millions of people to "Go Organic!" The promotion was featured in more than 41 retail grocery chains nationwide, representing more than 3,350 stores and 35 leading organic brands. The campaign educated consumers on the benefits of organic, and increased sales of organic products in conventional retailers nationally.
According to SPINS, participating retailers achieved a 43 percent higher rate of growth of sponsors' products when compared with non-participating retailers during the April 2006 promotion period. The campaign distributed 2.7 million coupon books and 550,000 in-store point-of-sales materials to participating retailers. In addition, it received 70 million media impressions. The Go Organic! web site (http://www.organicearthday.org/) gave consumers the chance to learn more about organic agriculture, discover sponsoring brands, and locate participating retailers. The web site also featured branded recipes developed by Akasha Richmond, celebrity chef to the stars.
The 2006 Go Organic! for Earth DayTMcampaign was supported by such leading organic manufacturers as CLIF Bar & Co., Horizon Organic, R.W. Knudsen Family, Santa Cruz Organic, SilkTM , Soymilk, Stonyfield Farm, Earthbound Farm, MaraNatha, Nature's Path Foods, and Organic Valley Family of Farms.
"We are honored that our hard work and dedication has been recognized by this year's PRO Awards," said Michael Martin, Prez of MusicMatters. "However, our efforts never end. Our 2007 campaign was considered a great success by the organic industry, and next week is the official kick-off to our 2008 campaign. We are eager to generate further awareness about organic products, and to encourage people to adopt organic products into their diets and lifestyle."
The Organic Trade Association (OTA) is the membership-based business association for organic agriculture and products in North America. Its 1,600 members include growers, shippers, processors, certifiers, farmers' associations, distributors, importers, exporters, consultants, retailers and others. OTA's mission is to promote and protect the growth of organic trade to benefit the environment, farmers, the public and the economy.
MusicMatters is a client-focused experiential marketing firm with headquarters in Minneapolis and a team of Brand Activitists( in every major market. MusicMatters' mission is to create a better world by partnering with values-led businesses to produce targeted, socially responsible, and entertainment-based brand experiences, marketing initiatives, and products.
Headquarters: P.O. Box 547, Greenfield, MA 01302 USA (413) 774-7511 fax: (413) 774-6432 www.ota.com
Washington, D.C., Office: (202) 338-2900
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