OMSCo launch major awareness drive

The UK’s largest organic milk cooperative has launched a major £1m plus consumer awareness drive with a national print, billboard and on-line advertising campaign which will urge consumers to ‘Wise Up ‘ to organic milk.

Commenting on the launch, OMSCo Sales & Marketing Director, Richard Hampton, said:

“Our campaign is designed to significantly increase the number of people who are aware of the wider benefits of organic milk and that our farmers do things differently. Our extensive consumer research shows that building a consumer’s awareness of this difference can lead to an increase in interest in buying organic dairy products.

“There has never been a better time to switch to organic. Our members’ commitment to meeting the enhanced animal welfare standards and production methods which ban artificial fertilisers, pesticides, GM feed and the routine use of antibiotics means consumers can be totally confident of what they are getting. That’s the organic guarantee.”

The advertisements, which will appear in national consumer titles and on London Underground and outdoor sites from October will be supported by a newly re-vamped and dedicated consumer-facing website www.organicmilk.co.uk (live from 1 October 2012) which will also be part of OMSCo’s first ever major on-line push.

The campaign has been developed on the back of recent extensive market research commissioned by OMSCo, which highlights that consumers’ have real concerns about animal welfare and production methods but that many people simply do not know how organic dairy production differs from conventional production and what impact this has on the final products they buy.