Hooper Galton nets branding push for GM-free champion

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 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.