2006 Go Organic! for Earth Day Campaign Garners PRO Award

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2006 Go Organic! for Earth Day Campaign Garners PRO Award

GREENFIELD, Mass. -- The Go Organic! for Earth Day campaign this week won a second-place award in a national promotionmarketing contest, in the category of Best Retail/Co-Marketing Campaign for 2006.

The Go Organic! for Earth Day campaign is organized and run jointly by the Organic Trade Association (OTA) here, Minneapolis-based client-focused experiential marketing firm MusicMatters, and Earth Day Network. The campaign won a PRO Award, which was given out by Promo magazine, during a conference this week in Chicago.

"This marks Go Organic! for Earth Day as one of the best of the best retailing and co-marketing campaigns in the United States," said OTA executive director Caren Wilcox in a statement.

The PRO Award competition was open only to U.S. promotions, with entries from promotion, advertising, marketing and public relations agencies, consultancies, in-house agencies, and marketing departments. Entries were evaluated according to concept, originality, execution, and results.

The April 2006 Go Organic! for Earth Day in-store promotion featured educational materials, Earth Day events, organic product sampling, and a coupon book. The promotion was featured at over 40 retail grocery chains nationwide, representing more than 3,350 stores and 35 top organic brands.

According to research from SPINS, participating retailers achieved a 43 percent higher rate of growth of sponsors' products vs. that of nonparticipating retailers during the April 2006 promotion period. They distributed 2.7 million coupon books and 550,000 in-store point-of-sales materials to participating retailers.

Additionally, the campaign received 70 million media impressions. A dedicated Web site allowed consumers to learn more about organic agriculture, find out about the sponsoring brands, and find participating retailers.

"Our efforts never end," said MusicMatters president Michael Martin. "Our 2007 campaign was considered a great success by the organic industry, and next week is the official kick-off to our 2008 campaign."