Wake Up To Organic Results 2017 - Organic Trade Board
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Wake Up To Organic
Results 2017
Objectives
• Increase sales of organic via independent
retailers
• Demonstrate the availability of organic
products in local independent stores
• Encourage people to try organic – using
breakfast as the easy, affordable occasion
Highlights • Trebled number of stores taking part to 250 • Massive spread by region and size of store • Over 10k organic mini-breakfasts served • Twitter reach and PR reach combined: 6.9m • Trending on Twitter 8am to lunchtime • PR coverage doubled from 2016: 130 pieces of coverage • Launched our new website
PR • Delivered more than 130 pieces of media coverage • Achieved a reach of more than 4.2 million • Over 900 social shares from the coverage (not including twitter) • Exceeded KPIs by 171% • 100% of articles mentioned Wake Up To Organic. • More than 70% of articles linked to www.wakeuptoorganic. • 43% of articles commented on the benefits of organic
PR Highlights • 19 articles in national consumer media. • More than 70 articles appeared in regional media • Supporting 9 regions and 11 flagship events • Generated more than 16 articles in trade media • Working with 22 bloggers posting on blog • Bloggers and media also supported via social media
PR Highlights • 100% of articles mentioned ‘Wake Up To Organic’ • 71% of coverage mentioned the website • 32% mentioned #WakeUpToOrganic • 40% quoted ‘simple to make the switch’ • 43% commented on the benefits of organic • 18% mentioned an OTB memberLePainQuotidien-27 • 20 breakfast recipes were shared
Consumer Media Coverage
Blogger Coverage
Regional Media Coverage
Trade Media Coverage
Coverage Achieved vs. KPIs
Print coverage Online coverage
Regional Regional
Trade
Trade
Online
Consumer
Consumer
National
0 5 10 15 20
0 10 20 30 40 50 60
Series2 Series1
Series2 Series1
KPI
Blogs and broadcast
ACHIEVED
Blogs
Broadcast
0 5 10 15 20 25
Series2 Series1Spread of Regional Coverage
10 10
3 4
1 4
1 9
7
2
1 Add graphic
8
31
London: 10 Brighton: 4
Bristol: 9 Scotland: 31
Devon: 8 Cornwall: 1
Liverpool: 2 Wales: 7
Northern Ireland: 1 Republic of Ireland: 1Social: Twitter
2016 2017
• Trending nationally all Tweets 1,225 2,040
morning Thunderclap N/a 508k reach
• Doubled number of tweets via 128
using hashtag supporters
• Reach grown from 1.5m to
Contributors 565 806
2.7m
• Friends of the Earth (168k Reach 1.5m 2.7m
followers) & Soil Association
(87k) & Compassion In World
Farming (30k) all tweeted Timeline 5.3m 7.9m
DeliveriesSocial: Instagram
2016 2017
• 205% increase in contributors Posts 98 253
• Doubled posts
Comments 399 653
• Reach growth is significant
Likes 14,497 12,968
Impressions 419,900 623,010
Contributors 55 168
Reach 380,975 543,870OTB member Wake up events • Yeo Valley Canteen worked with Pip and Flahavan's • Organix • Soil Association staff Wake up Breakfast
Whole Foods Markets
Top store tweets • A selection of good social media posts from our independents
Top member tweets • A selection of the best social media posts from OTB members
Notable support
• A selection of the best social media posts from key supporters
Friends of the Earth
have 168k followersOTB Member involvement Infinity Foods: sponsored printed materials and sent out boxes with posters, toolkit, flyers, recipe cards & biodegradable bowls to every participating store Nine wholesalers ran Wake Up adverts in their catalogues
Brands & Companies involved
Food and Drink Brands:
And Non-Food Brands:
• Alara Cereals
• Herbfarmacy.
• BonPom,
• Greenscents
• Clearspring
• Community Foods Wholesaler ads / Promotion
• Flahavan’s • Community Foods
• Helen Browning’s • Health Store
• iRaw Healthy Habits • Highlands Wholefoods
• James White Drinks • Greencity Wholefoods
• Meridian • Infinity
• Mr OrganicOTE Superfoods • National Association of Health
• Organico Stores
• Pukka Tea • Organic North
• Plenish • Queenswood
• Rebel Kitchen • Rainbow
• So Free Chocolate • Suma
• Tree of Life
• ViridianTestimonials • "Well done to the OTB team! We are very proud we were part of the event and happy that many people could enjoy our products, the response we had was great. Thank you for your help and support and I am really looking forward for more events and initiatives together." Margherita, Alara Cereals • "Thank you to all at the OTB. It was a great event to be part of and the effects of support from the generosity from suppliers will be felt for a while to come." Alice, Down to Earth • "We had a fantastic day at Waverley Stores today. Thank you for all your hard work. It was a pleasure to be part of such a well organised campaign. Looking forward to next year!" Catherine, Waverley Stores
Lessons for 2018: 13th June • Start recruitment of brands and other Charity supporters earlier • Show our brands and members how easy it is to get involved and what they can get out of it – Join in! • Trebling number of stores is great but brings huge amounts of extra work on the follow up – need to manage this as the campaign expands • Prioritise recruitment of stores who are strong on social media
Our vision: 2018 & beyond • Every County in UK to be represented • All major cities represented • Expand it to canteens, work place, universities, schools, B&Bs • Target the NGO community e.g. RSPB, Greenpeace, WWF
What stores can do next • Make sure you are on the map on wakeuptoorganic.co.uk and signed up for 2018 • Get the date in your diary now and allow plenty of time to plan your in- store breakfast promotion • Tell us about stores, wholesalers and producers in your area who may like to get involved • Join in via social media using #WakeUpToOrganic. Be part of #OrganicHour on Twitter, Wed 8-9pm
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