2009 Press Releases
Boost organic sales with Go Organic! for Earth Day
Contact: Andrea Porfidio
(952) 426-7800
andreap@effectpartners.com
Sarah Shank
(202) 518-0044 ex21
shank@earthday.net
Sixth Year Set to Engage, Educate, and Drive Sales More Than Ever Before
Minneapolis, MN, September 14, 2009 – Celebrate the 40th anniversary of Earth Day with the organic industry’s proven integrated marketing campaign that continues to gain retailer support and drive sales of participating organic products. In its sixth year, Go Organic!™ for Earth Day provides the straight facts on organic production, health, and sustainability, while offering huge savings on organic brands.
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 OTA’s Executive Director, Christine Bushway. The campaign generated 20 million impressions and enabled participating brands to outperform the national average dollar sales for U.S. food stores. According to IRI Syndicated Data, the overall national food stores dollar sales of Platinum and Gold sponsors were down 5% versus a year ago, but in Go Organic!™ stores these brand showed a gain of just over 4%, or almost a 10 point difference. These same brands showed a decline of 1% in incremental dollar sales in national food stores but posted 140% gain in Go Organic!™ stores.
In 2010, the Go Organic!™ campaign will include the high-value coupon book, eye-catching point-of-sale materials, and a variety of social media and public relations vehicles. The campaign will also be more engaging than ever before with a strong focus on reaching consumers through an evolving website including a blog, daily giveaways, online coupons, and advice about organic products. And, as in years past, the convenient store finder will allow site visitors to easily locate the nearest participating retailer to find their own high-value coupon book.
For the first time, retailers will also have the option to sign-up online through OrganicEarthDay.org. “We believe that this change is going to make it easier than ever for retailers to get involved,” says Michael Martin, Effect Partner’s Chief EFFECT Officer. In addition, retailers will be provided with an array of detailed resources available via the campaign’s web site, which will enhance and simplify in-store execution.
“Earth Day Network is proud to work with Go Organic! on this campaign as we both aim to empower individuals to take action towards environmental change,” said Kathleen Rogers, President of Earth Day Network. “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.”
For more information about the Go Organic!™ for Earth Day campaign, visit the web site at www.OrganicEarthDay.org.
Effect Partners, Inc™, the parent company of MusicMatters, is the creator of the award-winning Effect Marketing™ process. Effect Partners™ is a pioneer and the leading innovator in sustainability and social change marketing. Their mission is to create social change to build brands, and they have been doing this for over 12 years through brand consulting, retail programs, innovative consumer experiences and utilizing music as a passion to engage. In addition to Go Organic! for Earth Day, the company’s other unique projects include The Organic & Natural Experience (ONE) Tour, Clif Bar GreenNotes, and the Dave Matthews Band So Much to Save recycling initiative. www.effectpartners.com
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. OTA offers several sources of information online including www.HowToGoOrganic™.com, which is especially for farms and other businesses interested in offering organic products. www.ota.com
Earth Day Network, celebrating the 40th anniversary of Earth Day in 2010, seeks to grow and diversify the environmental movement worldwide, and to mobilize it as the most effective vehicle for promoting a healthy, sustainable planet. It pursues these goals through education, politics, cultural events, and consumer activism. Earth Day Network has a global reach with a network of more than 17,000 partners and organizations in 174 countries. More than 1 billion people participate in Earth Day activities, making it the largest secular civic event in the world. www.earthday.net
