Worth It? Worth It!

The Organic Trade Association (OTA)’s mission is to encourage global sustainability through promoting growth of diverse organic trade. They received U.S. government funding to increase U.S. exports of organic products in international markets and chose Canada as a new market to focus on, earmarking a portion of their budget for the 2022 campaign.

For OTA’s first marketing foray into Canada, we needed to develop an effective plan and solid creative approach that put their lean budget to work across their list of activities/deliverables.

Argyle developed the concept “Worth it? Worth it!” It was about acknowledging that there are a lot of ridiculous attitudes around organic food (think Gwyneth Paltrow) that makes organic appear not to be for everyone. People might ask “is organic actually worth it just because some hippies in California said it is?” However, once you see the true facts you realize that organic totally is worth it because of how good it is for you, the farmers, and the planet.

This concept would speak to the average organic food consumer, who tend to be younger: leading the charge are centennials/Gen Z (age 18-24) for whom organic products comprise 46 per cent of their weekly grocery purchases.

We went with a modern look and feel with bold colour and typography and made use of repetition and patterns. The team liked the bold colourful look to give USDA Organic a modern feel and make it stand out on social news feeds.

We’ve had success with other brands in the past where bright colours grab people’s attention and they engage with our content. The copy asks the audience, is organic “worth it?” and plays into the stereotypes and assumption folks make about organic; then the copy answers “worth it!” with rationale like being good for farm animals or being the more sustainable option.