The 7th annual Organic Week this past September 17-25 was the largest annual celebration of organic food, farming and products yet. Thousands of individual events and retail promotions were held across Canada, showcasing the benefits of organic and its positive impact on the environment and human health. Canada’s National Organic Week brought together the entire organic supply chain, consumers, and governments to celebrate this amazing sector. Here is a recap of the campaign:
The Organic Week retailer program allowed Canadian retailers to showcase their organic commitment and increase awareness among organic consumers. A new streamlined distribution and packaging campaign, involving organic distributors such as UNFI and ONFC, allowed Organic Week POS materials to reach over 2,500 retail and event locations in Canada.
The Canadian organic sector saw a surge of media attention during Organic Week 2016. With a strengthened PR support from Merkato Communications, coverage this year included television news, talk shows, radio, print and online editorials. For this reason, Organic Week has become a popular timeslot for organizations to make organic announcements and to introduce new products. COTA also partnered with The Globe and Mail to produce an eight-page report covering the organic sector. Organic Week 2016 media coverage included:
- 1 million media and blogger impressions
- The governments of BC, Manitoba and PEI, and the federal government released official Organic Week proclamations or news;
- First-ever open media training conducted for organic stakeholders.
Organic Week continued to build upon the existing branding and strategically placed advertisements and advertorials in local and national publications across Canada. Organic Week 2016 advertising generated a combined 9 million impressions from advertisements purchased by Organic Week and the organizing partners.
Organic Week also experienced a surge in social media presence. With partnerships across Canada, Organic Week 2016 launched the first #ChooseOrganic Twitter Talk and employed once again #OrganicWeek to build engagement and increase awareness. Organic Week also successfully repeated the much anticipated #SpotCanadaOrganic Campaign.
- 3,500 Spot Canada Organic contest entries;
- Successful pilot of #ChooseOrganic Twitter Takeover, reaching 1.6 million impressions and trending in several Canadian regions;
- Over 142 thousand views of Think Canada Organic videos;
- 5 million total social media impressions.
Organic Week provided retailers, restaurants, cafés, farms, educational institutions and communities with POS and educational materials. Prior to Organic Week, we distributed 1,453 Organic Week packages containing brochures, posters, shelf danglers and booklets. //