The Organic Trade Board has teamed up with Tesco to celebrate Organic September with a new promotional campaign designed to encourage consumers to cook with organic food more often.
The #OrganicUnboxed campaign will see about 7,500 Tesco online grocery customers receive a free ingredients box with a bespoke recipe card and information on the benefits of cooking with organic food.
The partnership will be supported by social media activity, with consumers encouraged to share pictures of the meals made from their ingredients boxes over the course of Organic September. This year’s Organic September campaign comes on the back of a continued recovery in the organic category, with sales enjoying a third consecutive year of growth, and expected to top £2bn by the end of the year, according to the Soil Association.
“Our campaign has grown awareness of organic which now stands at 40% with sales continuing to rise. It’s great to see a major retailer investing in organic,” said Catherine Fookes, campaign manager at the Organic Trade Board.
“Tesco is proud to support organic this September,” added brand manager Tina Moore. “We think the unboxed campaign provides a great way to inspire customers to cook organic, and support some truly great producers.”