3 July 2009
The organic milk co-operative OMSCo has appointed agency Bray Leino to handle its new national campaign to encourage consumers to buy organic milk.
Bray Leino will launch a multi-channel communications campaign, which will include TV, newspaper and online adverts as well as a partnership programme with other organic product brands and new web presence.
OMSCo approached Bray Leino early in the development process to conduct research and strategy planning before the agency pitched to deliver the campaign. “The theme put forward was 'Organic Milk - for every body, every day',” says Bray Leino creative director Jack Kramer. “We want to tackle consumer misconceptions about the cost and benefits of organic milk and encourage people to think about making organic milk a part of their daily routine.”
The agency has previously worked on the LoveOM campaign for the Federation of Organic Milk Groups. “We chose Bray Leino because it has excellent experience of working within the dairy sector,” says OMSCo marketing director Richard Hampton. “Because of the credit crunch, now is the time to improve consumer awareness of the positive benefits of organic milk – as the cheapest and easiest way to choose a more organic lifestyle.”
Read about more business wins below
to magazine
