Communication campaign “They said yes!” to promote regional organic agriculture and food products
About this good practice
The campaign is available in 4 visuals (image & video) highlighting milk, meat, and organic fruits and vegetables and advocates a production method that respects the environment, animal welfare and biodiversity. The objective is to encourage consumers to eat organic products while promoting regional origin. The campaign is supported by the Regional council of Nouvelle-Aquitaine.
This promotion campaign is leaning on European EAFRD funds, through the intervention 77.03.01 of the French National Strategic Plan of Common Agriculture Policy. This measure has been declined regionally in Nouvelle-Aquitaine in the call for project "Cooperation to encourage the development of quality systems, promotion of SIQO : Official Signs of Quality and Origin".
3 key moments for communication:
1. Release of visuals on our social networks during summer 2022. The campaign received a good reception from the public.
2. Digital advertising campaign 2022:
- Awareness campaign on social networks;
- Mobile display on mobile apps, to people identified in the retail stores and specialized organic detail stores for a total of 1,202,000 impressions.
- Desktop display: Diffusion in multi-formats on “food”, “feminine” affinity sites for a total of 1,159,526 impressions.
3. Awareness campaign on YouTube in 2023: interviews/testimonies of actors of the regional organic sector (market gardener, beef breeder, dairy, young mother consumer focus, etc…) release with sponsorship on LinkedIn and Facebook.
Resources needed
Human resources: 1 employee at INTERBIO worked with communication agency.
Financial resources: part of the campaign funded with the association own funds. Other part with a regional call relying on European funds to promote the agricultural products Identifying official signs of quality and origin.
Evidence of success
Awareness campaign on Facebook/Instagram: 560,000 people saw an advertisement and/or a sponsored post at least once for a total of 2.7 million impressions.
Mobile display: More than 152,000 people were exposed to the ad and saw it on average 8 times (very good repetition volume).
Awareness campaign on YouTube: These generated 647,856 views for 677,946 impressions and a total view percentage of 96%.
Potential for learning or transfer
At the moment this campaign has not been transferred to any other region in France but we see a potential for others regions to learn from.
This good practice can be transferred to regional and organic food products of others regions of France and EU. To go further in the good practice, these products can be GI products (PDOs, PGIs).
A possible way to improve the good practice would be to engage even more the viewers, with a clear call to action when clicking (for instance: give them concrete ways on how to buy local and organic).
Further information
Good practice owner
You can contact the good practice owner below for more detailed information.
