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OMSCo beefs up organic milk awareness drive with third wave campaign

The UK’s largest organic milk cooperative has continued its major consumer awareness drive with another wave of advertisements online and on billboards at major commuter rail terminals worth around half a million pounds.

The Organic Milk Suppliers Co-operative (OMSCo) which represents over 200 farms in the UK will be continuing to urge consumers to ‘get wise’ to organic milk.  The campaign will run till 20th October and reach 9 million adults.

Commenting on the third wave of the campaign, OMSCo Chief Operating Officer, Richard Hampton, said:

“OMSCo is building on the success of the first two waves of this campaign because all the evidence shows that when we raise awareness of the wider benefits of organic milk and that our farmers do things differently, consumers increasingly choose organic dairy products.

“There has never been a better time to get wise to organic.  Our members’ commitment to meeting exacting animal welfare standards and production methods which severely limit or exclude pesticides, herbicides, additives or GM feed means consumers can be totally confident of what they are getting.”

Richard Hampton added:

“We want to remind the consumer what they are getting when they buy organic milk.  It’s guaranteed by the organic label.”

The advertisements, which will appear on billboards in outdoor sites  during October, will show bottles of organic milk in various states of ‘nakedness’ to visually demonstrate the absence of herbicides or GM feed from the product and highlight the animal welfare benefits of organic dairy farming.  This wave of advertising builds on previous campaigns in the autumn of 2012 and spring of 2013 and brings OMSCo’s total spend on consumer marketing to £1.5million over the last two years.

We are seeing strong signs of the recovery of organic milk sales with value sales over the latest 52 weeks up 3.8% vs the growth of non organic milk sales of 2.1%. This has strengthened over the latest 12 weeks to 5.6% vs 3.0% and the latest 4 weeks to 8.5 vs 4.1%. Consumers are demanding more traceability of what they eat, especially following the horsegate scandal and one of the ways they are doing this is to opt for organic. The overall organic market is back in growth although organic dairy is outpacing the total segment growth.”

The ‘wise up to organic’ campaign is accompanied by a dedicated consumer-facing website and provides a powerful online information resource.

The campaign has been developed following 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 regular production and what that means in terms of the dairy products they buy.


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