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OMSCo invest in organic future with new in-store marketing campaign


The Organic Milk Suppliers Cooperative (OMSCo) is, for the first time, targeting consumers whilst they shop, in a new marketing campaign to further raise the profile of organic milk in-store at the fixture.

The new one million pound campaign uses in-store POS, including creative floor stickers and trolley ads, to encourage customers to break the habit and switch to organic milk as the easiest way to go organic everyday.

The in-store is being supported by a multi-channel television campaign, 6 sheets outside of selected stores, and an escalation of PR activity using renowned TV presenter Kate Humble.  The focus is to help consumers understand the importance of choosing organic and the wider environmental and ecological benefits as part of a familys lifestyle choice.

This is the second wave of advertising investment from OMSCo in 2010, to help drive sales of organic milk.  In the first half of this year sales stabilised and the milk sector returned to a growth of 9% according to the latest OMSCo Market Report*.

Richard Hampton, sales and marketing director for OMSCo, says: In 2010 we saw a recovery in sales and the milk category continues to be a beacon for organic produce as a whole, acting as an entry point for consumers wishing to switch to an organic lifestyle.

OMSCo has always understood the important role advertising and marketing plays in encouraging customers to change their shopping habits, and we will continue to invest in this to ensure the future of the UKs organic milk industry.

OMSCo (The Organic Milk Suppliers Cooperative) is the UKs largest and longest established organic milk cooperative.  It was formed in 1994 by a group of five like-minded farmers in the West of England, including the Elm Farm Research Centres farm, and the Duchy of Cornwall Home Farm in Tetbury.  OMSCo members now number around 500 from Cornwall to Aberdeen, supplying the majority of the UKs organic milk needs.

* OMSCo Market Report, figures 2010

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