Marketing Campaign: Organic Foods
“why organic?”
Our campaign, “why organic?”, includes a series of print ads that increase awareness to consumers about chemically injected foods. Our campaign is differentiated from other campaigns by the multiple perspectives our ads take while sharing a common theme in design and overall point. Humorous, fearful, and informative pictures and facts are used to show consumers the connection between non-organic foods and disease, cancer, and other disorders in consumers. Although organic foods are more expensive in the long run the benefits of eating healthy outweigh the cost of purchasing them.
SWOT Analysis: Strengths
In general, the growing concern for healthful habits is beneficial to our campaign. Mothers’ desire for a long and healthy life for their children is largely helpful. Consumers are becoming more aware of the toxins and chemicals used in foods, and want better grocery options. This is apparent in the recent increase of organic food retail sales. “The Health of Organic Foods” states that sales have steadily been increasing in recent years. The prevalent demand for organic foods will increase the attractiveness of our campaign while catching the attention of other consumers who are not yet aware or sold on the idea. The honesty of “why organic?” has the strength to build a strong brand image, making the campaign a credible influence to shopping mothers.
Weaknesses
When promoting organic food choices, there are factors that could potentially weaken the effectiveness of the campaign. Cost is an important purchasing consideration for consumers and a potential weakness for a campaign supporting organic foods. Traditionally, organic foods are more expensive than average groceries. The recent recession has raised consumers’ cost sensitivity. In addition, consumers lack awareness and require further education about the dangers of food additives and the benefits of organic food choices.
Opportunities
The opportunities pertaining to a
Our campaign, “why organic?”, includes a series of print ads that increase awareness to consumers about chemically injected foods. Our campaign is differentiated from other campaigns by the multiple perspectives our ads take while sharing a common theme in design and overall point. Humorous, fearful, and informative pictures and facts are used to show consumers the connection between non-organic foods and disease, cancer, and other disorders in consumers. Although organic foods are more expensive in the long run the benefits of eating healthy outweigh the cost of purchasing them.
SWOT Analysis: Strengths
In general, the growing concern for healthful habits is beneficial to our campaign. Mothers’ desire for a long and healthy life for their children is largely helpful. Consumers are becoming more aware of the toxins and chemicals used in foods, and want better grocery options. This is apparent in the recent increase of organic food retail sales. “The Health of Organic Foods” states that sales have steadily been increasing in recent years. The prevalent demand for organic foods will increase the attractiveness of our campaign while catching the attention of other consumers who are not yet aware or sold on the idea. The honesty of “why organic?” has the strength to build a strong brand image, making the campaign a credible influence to shopping mothers.
Weaknesses
When promoting organic food choices, there are factors that could potentially weaken the effectiveness of the campaign. Cost is an important purchasing consideration for consumers and a potential weakness for a campaign supporting organic foods. Traditionally, organic foods are more expensive than average groceries. The recent recession has raised consumers’ cost sensitivity. In addition, consumers lack awareness and require further education about the dangers of food additives and the benefits of organic food choices.
Opportunities
The opportunities pertaining to a
Cited: "10 SWOT Analysis." Organic Food Cafe. 25 Jan. 2008. Retrieved Web. 06 May 2011..