Soil Association in hunt for direct agency

LONDON – The Soil Association, the UK's campaigning and certification organisation for organic food and farming, is looking to appoint its first DM agency as part of a planned £3m expansion.

The association is talking to WWAV Rapp Collins West, Flourish and the Reading-based charity specialist Cascaid about the task. Agencies have been briefed to use direct marketing to increase membership from 25,000 to more than 75,000.

The pitch is being handled by Stewart Crocker, the Soil Association's development director. There is no incumbent agency, as the association's direct marketing and member communications have previously been handled in-house.

However, the Soil Association has used advertising to attract new members, including a campaign created by Hooper Galton in the midst of the 2001 foot-and-mouth crisis.

The press ad used the shocking image of a cow being destroyed by a bolt gun, along with the line: "There's no such thing as cheap food."

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