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Special Project

Special Project
From the 16th Annual Shorty Awards

Organic is the Answer

Entered in On a Shoestring


In 2023, we saw a growing need to remind shoppers why organic matters, and to help our growers and customers increase sales. Inflation forced people to make tough choices about where to spend and save, and ‘regenerative’ is a hot topic that added complexity and some confusion, holding back trust in the organic seal and creating a barrier to growth.

Food industry and consumer studies and our own surveys proved there’s so much need for trustworthy, straight-forward info about organics. More and more shoppers care about how their food choices impact the planet and want healthy, sustainable food that matches their values. And many believe organic is higher quality and more nutritious but are confused about what “Organic” really means.

We set out with a modest budget of $50k and an ambitious goal to revive and build organic devotion by creating a PSA-inspired multi-channel awareness campaign to remind shoppers why organic matters, what it stands for, and why it’s worth it.

Beyond capturing hearts and minds, building a versatile educational toolkit and inspiring our customers, partners and eaters, here are the specific, quantitative goals we set out to achieve during the pilot launch:

Strategy and Execution

The Organic is the Answer campaign provides science-supported facts and resources designed to help people navigate the complexities of food certifications and labeling. The website is our campaign hub, it provides digital content and downloadable materials that are written in a simple, approachable tone and created to disrupt and inspire shoppers and support retailers in staff and shopper education. The campaign also launched across all channels including Digital, Email, Social, Experiential, Print, Out of Home, PR, Paid Media moments and more to reach the largest audience possible focused on the NW.

The initial campaign ran from October 1 to October 31 with sustaining elements through November and ongoing pulses planned seasonally and year over year. This is intended to be just the beginning of an evergreen effort to build awareness and demand.

Key features of the campaign execution



The Organic is the Answer campaign is helping growers and customers increase sales and we're thrilled with how it's helping shoppers understand what “organic” means, how it aligns with their values and encourages them to choose organic.  

Noteworthy wins to celebrate:


Topline Summary:


Entrant Company / Organization Name

Organically Grown Company


Entry Credits