BBH launches Go Organic print work

Bartle Bogle Hegarty this week launches a print campaign to spearhead Go Organic's first major venture in the organic food market.

Seven executions, to promote a new range of soup, pasta and curry sauces, target wealthy professionals.

Robin Derrick, the creative director of UK Vogue, shot the ads, each of which portrays mouth-watering images.

This is the first offering from BBH since it won the £2.5 million account from Unilever Bestfoods in April last year.

One execution for Thai green curry sauce features a hand squeezing a lime with the juice running between the fingers. The endline states: "Go orgasmic with the tingle of juice from our fresh limes."

Another for tomato and black olive paste depicts a woman holding an olive between her teeth. This bears the statement: "Go Orgasmic at the taste of black olives with a little give in the skin."

The ads were written and art directed by Adam Staple and Paul Miles, with additional art direction by Matt Kemsley.

Media was bought and planned by Initiative Media. The ads will appear in weekend newspapers and women's lifestyle magazines including Marie Claire, InStyle, Elle, and BBC Good Food. There will also be six-sheet poster versions of the work.

John Hegarty, the chairman and worldwide creative director at BBH, said: "Organic food is traditionally sold on what it doesn't have - chemicals.

We think this is about what it does have, better taste, which leads to a more enriching experience."

Brand manager Estelle Welper at Unilever Bestfoods added: "Go Organic is a premium organic brand which the advertising reflects through the use of stylish and sensual photography."