The Organic Trade Association needed a unifying campaign for a broad spectrum of organic industry stakeholders for a required organic marketing program. In other words, require organic producers to “pay into” a collaborative research and marketing arm. There was disharmony around the idea of a marketing order program for organic. OTA came to us to create one songbook through for a fragmented and not always cohesive organic industry.

Speak a language that every organic stakeholder can understand and personally embrace. Unify around a shared goal (growing organic for all) instead of going on the offense for one narrow agenda. Use imagery that is real and relatable, no matter one’s politics or link on the organic food chain.

Harmonize. Speak to the “I” in order to unify the “We.” The “I’m Organic” campaign was built to unite consumers, farmers, suppliers and retailers to pledge to support organic.

UnitedForMoreOrganic.com was created as a launching site for the promotion, with a goal to direct supporters to sign up for the OTA newsletter.

The campaign kicked off with a large-scale brochure mailing, digital awareness, and a giveaway for participants to win an iPad. We created an infographic that was used as a backdrop during the announcement of the program by Secretary of Agriculture, Tom Vilsack, during OTA’s Policy Days as well as a video highlighting an impressive group of supporters.