The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 9th Annual Shorty Awards

It's OK. It's O Organics®.

Entered in Food & Beverage

About this entry

Leverage Facebook to increase brand awareness and ad recall for Albertsons Companies' O Organics® private label products available in-store between August 22nd and October 2nd 2016.

Why does this entry deserve to win?

Ran a six week Facebook paid-media campaign leveraging a mix of Albertsons Companies' first party known organic product purchasers, lookalikes, and Facebook's new parent and grandparent audiences to drive awareness and ad recall of O Organics® private label products available in-store using the tagline "It's OK. It's O Organics®."

The creative for Albertsons Companies' "It's OK. It's O Organics®." campaign featured innovative and thumb-stopping video that highlighted O Organics® products in a fun and entertaining way. The video ad series featured two ads with toddlers making a mess with their food, and a third ad featured a couple with a Pinterest recipe fail.

The proof point for each ad was the "It's OK. It's O Organics®." tagline – driving home that when life gets a little messy, at least you can feel good about your food being organic.


13.9 million people were reached on Facebook. Brand equity metrics soared for this campaign, driving a 12 point lift in ad recall (from 7% to 19%) and a 3 point lift in awareness of O Organics® products (52% to 55%) overall.

Awareness soared even higher with female millennials aged 25-34 (our main target focus), yielding a 17 point increase in brand awareness for that demographic.


Entrant Company / Organization Name

MyWebGrocer, Albertsons Companies


Entry Credits