Pioneering brand Whole Earth will be supported this year with a £1million investment programme, designed to strengthen its position as a key player in the organic market, with a loyal consumer following. Spearheaded by a door drop campaign reaching one million homes, the investment programme has been designed to stimulate trial and reward loyalty. Timed to coincide with the launch of Choc & Nut peanut butter, the door drop leaflet will offer money off coupons for the new Choc & Nut line as well as Whole Earth Organic Smooth and Organic Crunchy Peanut Butter. The leaflet also offers recipe suggestions and an invitation to tell Whole Earth of the nutty ways people enjoy their peanut butter.
Commenting on the door drop campaign, Senior Brand Manager Michelle Constantinou said: “We are delighted to have this opportunity to communicate with our consumers and reward them for their loyalty with money off vouchers. We are confident that this activity will drive sales through stores, increasing volume opportunities for retailers.” Whole Earth products are already outperforming the organic market (+12.9% versus a market +12% – TNS)
Launched in 1967, Whole Earth remains one of the UK’s pioneering, organic brands. It is a first choice organic product for food lovers and families alike and was recently voted Britain’s greenest food brand in a nationwide survey.
Organic products have benefited from a rise in spend currently five time higher than in the grocery sector as a whole, driven by new consumers entering the market and a willingness to pay more for organic foods. Currently, almost 90 per cent of households buy organic food every three weeks (up 9 per cent year on year).
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