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We lifted the lid on the reasons to buy organic with #OrganicUnboxed, appealing to millennials hungry for foodie inspiration. Our research showed that our target audience is constantly seeking meal ideas online, so we served up an inspiring content and influencer campaign to increase their belief that organic ‘tastes fantastic’ and is worth the extra cost.

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PR Coverage

Our #OrganicUnboxed campaign generated a huge range of coverage – 338 pieces in total (within just 9 months) – including in-depth features and recipe placements in major titles such as The Times, Daily Mail and Stylist.

Retail Partner

We partnered with Tesco to ‘surprise and delight’ 7,500 of their online customers with a free box of organic food and an inspiring recipe card. This stirred up excitement for organic, prompting conversations and repeat purchases online.

Blogger Partnerships

We got mouths watering with our series of ‘unboxing’ films, in partnership with 22 top food and lifestyle bloggers and influencers, including Madeleine Shaw. Unveiling each exciting item from our branded organic boxes, they then inspired their followers with delicious recipes using the ingredients.

Results

  • 36% increase in Facebook engagement
    36% increase in Facebook engagement
  • Belief that organic ‘tastes fantastic’ rose to 87%
    Belief that organic ‘tastes fantastic’ rose to 87%
  • 94% of people reported that they were now likely to buy organic in the next fortnight
    94% of people reported that they were now likely to buy organic in the next fortnight
  • 338 pieces of PR coverage (OTS over 38.2 million)
    338 pieces of PR coverage (OTS over 38.2 million)
  • Over 2 million views of launch film
    Over 2 million views of launch film
  • Organic market growth of 7.1% YOY (27% increase on last year’s growth)
    Organic market growth of 7.1% YOY (27% increase on last year’s growth)