The Soil Association, the body that licenses organic and GM-free
food producers, is embarking on its first advertising campaign in a bid
to create an organic food brand.
The association has appointed Hooper Galton to run a brand
communications campaign early next year. It is likely to include posters
and cinema ads.
The association was founded in 1946 by a group of farmers, scientists
and nutritionists. It is involved in labelling and licensing labels for
organic or GM-free foods, campaign work, the setting of organic
standards and the provision of information to the press and public.
It now wishes to raise its profile among consumers to further champion
the battle against GM foods. The UK organic food market is expected to
be worth more than pounds 1 billion within the next year.
’The level of demand for our services has made us think about how
consumers learn of our work. We realise we can only achieve all our
objectives if we begin to focus as a brand,’ Emma Collins, the marketing
director of the Soil Association, said.
