Marketing Campaign: Organic Foods Essay

Our campaign, â€Å"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. â€Å"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 â€Å"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 campaign centralized around moving to organic food choices includes improving the standard of living for people who do make the choice to avoid chemically injected foods. Food habits have been changing, which creates big opportunities for our campaign. One opportunity we are implementing is partnering with the Breast Cancer Society to motivate women to eat organic foods, which is proven to help prevent breast cancer. A second opportunity is to pair up with restaurants and have them come up with some organic dishes for their menus to offer consumers. A third opportunity is to form an alliance with the Food Network and allow the chefs to start cooking organic meals, and inform their audiences on the benefits of eating organic food. Food habits have been starting to change, which will help allow us to reach consumers better than ever before. Threats A potential threat to a campaign targeting the dangers in U. S. meats is the potential negative reaction from the USDA. Being a direct advocate for avoiding purchasing their products could possibly lead to heavy controversy and ultimately litigation. So, treading lightly and focusing on solid facts is pertinent. Another threat includes competitors such as McDonald’s and other fast food places, where it’s very quick and easy to get processed foods that the campaign is fighting against. Market Selection We have selected mothers of all ages and incomes as the target market. Typically mothers are the influencing agents on grocery purchases. Making mothers the target of the campaign will increase their awareness regarding the dangerous effects of food additives in non-organic milk, meat, and other non organic products that they feed their children. The dangerous diseases and effects of non-organic foods, creates the incentive to make organic food choices. Promotional Advertisements Our advertisements, â€Å"why organic? †, are designed to attract the concern of mothers regarding the foods their families are eating. Our advertisements make consumers question their current non-organic buying habits and consider organic foods. We developed a print ad targeting consumers who purchase fruits and to increase awareness of the pesticide sprays used when farming and how it affects consumer’s health. Another print ad targets Recombinant Bovine Growth Hormone (rBGH) additive links to Breast Caner in women. Studies of animals exposed to rBST, which increases levels of insulin-like growth factor in cows, raise concerns about potential changes in milk protein that links estrogen exposure to breast cancer. The longer the exposure to high levels of the hormone, the greater the breast cancer risk (Organic Valley). The processed chicken print ad is targeted to the 90 percent of Americans who spend their food budget on processed meats that tastes appetizing but have dangerous future health defects (Sustainable Table). Our final print ad targets food coloring and additive links that lead to increased levels of hyperactivity, irritability and restlessness that are common signs of Attention Deficit Hyperactive Disorder (ADHD) in children. An upset baby surrounded with additives being fed to it will be used as the face of our â€Å"why organic? † campaign. This advertisement will reach our target market of mothers, and convey the message that they are essentially feeding their children ADHD, ear infections, eczema, and other health problems. The call to action will leave consumers questioning whether they would in fact feed their children harmful additives. Benefits Sought/Solutions Provided The benefits of encouraging consumers to follow our campaign â€Å"why organic† increases awareness of the dangerous effects associated with food additives, food preservatives, food coloring and pesticides ingested by consumers daily. The value that will be communicated through the integrated marketing campaign is removing the veil that the meat, dairy, and farmers have put in place through educating consumers and ultimately improving their health and children’s future eating habits. The value extends beyond tangible benefits of preventing cancers, neurological problems, and behavioral issues. The value of the campaign is more than just functional but offers emotional benefit as well like security and confidence. Knowing that the parent is instilling healthy eating habits in their children, as well as being a positive example, plays a significant role in the importance of the campaign. The solution of our campaign ideally will be to ultimately eliminate all forms of genetically altered foods by increasing awareness in consumers to make a difference in their lives as well as others by making the decision to purchase organic and ultimately decrease the profits of companies producing unhealthy foods for consumers. Campaign Execution Print ads with the slogan â€Å"why organic? † followed by a specific health risk and an emotional connection to the picture shown is the basis for the integrated marketing campaign to increase awareness about the dangers of food additives and the importance of transitioning to purchasing organic foods. Specifically, hormone injected chicken which is shown in a photo as a â€Å"pink mush† reveals the truth about processed chicken that most mothers have fed children since childhood. The veil that meat suppliers and non-organic farmers have placed over consumers eyes have shielded the true effects of the processes that food goes through. The whole basis of processing food is to gain more profit through bigger produce and bulkier meat products. The result of these injections and additives are dangerous cancers, hyper-activity, neurological deficiencies, and physical disorders. By keeping the print ads consistent at each consumer touch point is important to conveying a recognizable and memorable campaign in the consumers mind. In order to instill a loyalty to the concept of organic foods, it is important to have multiple touch points that involves more than just the magazine print ads. Joint promotions with the National Breast Cancer Association in the campaign to â€Å"fight for a cure for breast cancer† touches the perfect target market for this campaign, women. According to nationalbreastcancer. org, â€Å"NBCF is one of the most highly visible and recognized breast cancer charities in America. † At the â€Å"Race for the Cure† this October in Charlotte, the magazine print ads will be displayed along the run path which had a participation level of 1 million people in 2010, according to http://www. komencharlotte. org. The ultimate goal for the joint promotion with the Breast Cancer Society is to inform the target market of a possible cause of breast cancer (and prostate cancer). In addition, we aim to motivate them to make adjustments in their food habits and transition towards purchasing organic foods to decrease their risk for the very cancer they are fighting. To have an opportunity to reach such a large portion of the Charlotte target market is a substantial step in impacting mothers in the greater Charlotte area and a step towards moving nationally. In order to spread the awareness of the dangers in food additives the print ads will continue to travel as the race for the cure travels across the country in addition to being placed in four national magazines, on food network TV and on foodnetwork. com which will be detailed in a later section. The combination between magazine print ads and a joint campaign with the Breast Cancer Society will ultimately provide the consumer education needed to persuade the target market to follow our campaign and impact their decision whether to change their food purchasing habits. Marketing Mix: Product The marketing mix is a pertinent factor in the integrated campaign because it ties together each individual effort to create awareness. First, magazine print ads that advocate purchasing organic meat, dairy products, fruit, and vegetables will be implemented. The print ads emphasize the link between dangerous health effects and hormone injected bovine, diary products, and pesticide residues on fruit and vegetables. Pesticides may increase the risk of cancer and neurological problems (such as Parkinson’s disease), impair the immune system, and may even result in hepatitis A found from consuming strawberries. In addition, E-coli infection has shown to stem from non-organic alfalfa sprouts and lettuce. These dangerous effects are just a few of the hundreds of health risks pertaining to non-organic food choices. Place. The awareness about the health risks of non-organic foods will be created via catalogue print ads in Parenting, Women’s Health, Cooking Light, and Mothering Magazine and Internet ads on each catalogue website as well as teaming up with foodnetwork. com and food network TV. Food Network chefs advocating using organic meats and dairy products in home cooking would have a significant impact on mothers learning to cook and grabbing new recipes from such a well renowned source. In the magazines, one print ad shows the link between ADHD, hyperactivity, and food coloring. This ad would be placed in Parenting Magazine to target mothers who are dealing with the increasing problems with hyperactivity disorders in children. The importance of the ad would be to make mothers aware of a potential source for these disorders and to motivate them to make a change in purchasing food items and ultimately decrease their children’s risk of developing a hyperactivity disorder. Another touch point to reach mothers would be placing two of the print ads in Women’s Health Magazine and website. The two applicable print ads would include the photo of non-organic fruit causing neurological diseases like Parkinson’s. A call to action, â€Å"join the fight†, in Women’s Health Magazine would feature the connection between non-organic meats injected with rGBH and rBST and breast cancer. The same print ads pertaining to women can be printed on five by three foot banners and hung at the Susan G. Komen Race for the Cure this October in Charlotte. The final consumer touch point would be included on foodnetwork. com, their magazine, and Cooking Light Magazine. The print ad to be published on these cooking sites would be the ad showing processed chicken which has been mashed, dyed, injected with hormones and ammonia, and will be turned into chicken nuggets. Chemically injected chicken has been shown to cause underdeveloped metabolism in infants and neurological problems in adults according to buzzle. com â€Å"Pregnancy and Nutrition. † A successful marketing mix is the backbone in creating an integrated marketing campaign and the key to creating awareness among mothers about the true dangers of food additives and the benefits of purchasing organic foods. Promotion In addition to public relations activities to foster goodwill through joint advertising with the National Breast Cancer Society, the event sponsorship will be paired with Internet communications on nationalbreastcancer.org with links to the campaign’s website and facebook page. From the campaign website and Facebook page consumers can learn about the specific dangers of the foods they purchase, the effects of the additives in their non-organic choices, and download organic food recipes that are plausible for young mothers who are creating the foundations for their cooking habits. Works Cited â€Å"10 SWOT Analysis. † Organic Food Cafe. 25 Jan. 2008. Retrieved Web. 06 May 2011.. ADHD linked to food coloring. Retrieved 8 May 2011. Organic Valley. Retrieved 8 May 2011. http://www. cbsnews.com/8301-504763_162-20048725-10391704. html> Organic Valley. Retrieved 8 May 2011. http://www. organicvalley. coop/why-organic/synthetic-hormones/about-rbgh/> Processed Chicken Effects. Retrieved 8 May 2011. Sustainable Table. Retrieved 8 May 2011. â€Å"The Health of Organic Foods. † Reference Articles on All Topics. CBS, May 2003. Web. 06 May 2011. . â€Å"Processed Chicken,† Agro Products. Retrieved 2 May 2011. http://www. agriculturalproductsindia. com/processed-foods-snacks/processed- foods-snacks-processed-chicken. html> Reference Articles on Organics. CBS, May 2003. Web. 06 May 2011.