OMSCO Launch Million Pound Consumer Campaign
The Organic Milk Supplier Cooperative (OMSCo) this month launches its new million pound consumer engagement campaign to encourage families to change to organic milk for as little as 1 a week. The print campaign launches mid August appearing in key womens monthly food and lifestyle titles with the TV advertisement breaking on the 31st of August during ITVs GMTV to coincide with childrens return to school after the summer break. The television campaign will run on ITV, digital and Sky channels around lifestyle food programmes and will be supported by a consumer PR campaign and a new microsite.
The campaign will target ABC1 mothers, encouraging them to take a simple step towards a more organic way of living by purchasing organic milk highlighting the different uses for milk throughout the day featuring the line, go organic with every sip.
Richard Hampton, sales and marketing director for OMSCo commented, We are delighted with the campaign, its a significant departure for us to use such direct messaging however we understand that to grow the sector we need to communicate the simple, easy steps families can take towards organic. Consumers can immediately increase their organic intake by purchasing organic milk at a relativity low cost which has particular resonance in the current climate. Were hoping the consumer will understand the benefits and start making the switch.
The above the line campaign is being supported by a new microsite and consumer PR campaign which will focus on targeting females and mothers using wellbeing and health as key messages. The PR campaign will also have a strong education focus with activities for schools as well as a national kids competition mechanic and celebrity spokesperson to be announced in the coming weeks.
- OMSCO is the UKs organic milk cooperative of dairy farmers committed to ensuring the highest quality British organic milk managing around 300m litres of milk per year from 400 farms stretching from Cornwall to Aberdeen
- OMSCo was formed in 1994 when five like-minded organic dairy farmers joined forces to sell their organic milk, with around 300 members
For more information visit: www.omsco.co.uk