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    Got Organic? The $0 Million Ad Campaign That Needs to Happen

    March 14, 2011 •  4 comments.

     •  Blog, News

    Written by Robyn O’Brien

    I have a friend. He doesn’t mince words. He created “Truth” – the most effective anti-tobacco campaign in history.

    And in a recent presentation that he gave, he talks about how the organic industry, through advertising, could grow from 5 percent of all U.S. food consumption to 15 percent and “hit a tipping point, where organic could really change the market in a significant way.” The kind of supply and demand altering economic impact that would make organic food more affordable to families on all rungs of the socioeconomic ladder, an issue of enormous importance to me.

    He demonstrated how other industries used advertising campaigns to achieve market awareness and sales growth. Like how the pistachio industry spent $15 million and then saw a sales growth of over 200%. Or how the orange juice industry spends $16 million a year to market its products. Or how the milk industry spends $27 million annually, asking us if we’ve “Got Milk?” in order to increase market penetration and strengthen demand for products in their $10 billion industry.

    So what if the organic industry got together to launch ‘Got Organic?’ Would it manufacture demand for their products and reshape supply and demand, changing price points?

    If the milk, orange juice and pistachio industries are any indication, the answer is “yes” – it would reshape organic food economics, making organic food an affordable option to more families, regardless of income.

    Think about it. How great would that be? And all because the organic industry decides to come together in an ad campaign.

    It’s not unprecedented. The agrichemical industry isn’t shy about advertising- they have been running ads to manufacture demand for their biotech products, promising to feed the world, even in the face of research that continues to highlight the “Failure to Yield” of their genetically modified products.

    And given a recent report out of the United Nations about the agrichemical industry’s role in climate change (from nitrogen oxide producing chemical fertilizers to methane producing factory farms fueled by genetically modified livestock feed), “Got Organic” could be a game changer not only for people and pocketbooks…but also for the planet.

    Now how about that for a return on investment?

    You can learn more about Alex Bogusky’s vision for the organic industry at www.fearlessrevolution.com

      4 Responses to “Got Organic? The $0 Million Ad Campaign That Needs to Happen”

      1. Craig Coughlin

        What a wonderful organization and “call to organic” you propose.

        I only wish this same ‘friend’ who cashed out with his $10’s of millions after pimping cholesterol laden ‘meat and cheese and meat and cheese’ burgers into the veins of America would actually sit down, put pen to paper and fulfill this important request. Personally.


        • AllergyKids

          Thank you for taking the time to read this piece and comment on it, Craig. As people continue to invest their time, talent and expertise into building organizations that serve this vital mission, we can affect the changes we want to see in the health of our families. Thank you for your dedication.

      2. Hi Robyn, thanks for the recap. I thought Alex’s pitch was brilliant. “The marketing secret sauce – $”. It was brilliant in the simplicity of the message – money and marketing will save the organic industry. It was an equally brilliant marketing placement using the Expo West Key Note pulpit to deliver this message. Despite reports to the contrary, Elvis hasn’t left the business ( per Fast Company). He was very much alive at Expo West.

        • AllergyKids

          Thanks so much for writing, Ellen. It is so inspiring to learn about the remarkable efforts that are happening around the world to create solutions to the challenges we are seeing in the food industry. Thank you for your great work!

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