Eat Natural is kicking off its first major campaign this weekend with a blank-page press ad to encourage people to send in their own ideas for the brand. Phase one of the push will run in women's weeklies, monthlies and weekend supplements. The best ad ideas will be chosen from those uploaded to its website and used in a two-month campaign from September. The six-figure ad drive targets women aged 28-plus who are willing to pay more for premium natural foods. It will be supported on-pack, online and through direct mail. The campaign is intended to reflect the £28m brand's 'homemade and honest' approach to business. "We're not really an 'advertising' kind of company, so we thought we'd let consumers say it for us," added co-founder Praveen Vijh.