Organix
09/08/2006
Organix wanted to target mums with babies reaching weaning age with a view to increase awareness of Organix food and increase the Children’s Food Club member base.
Overview
Organix have been campaigning for quality children’s food and healthy eating since its launch in 1992. Its product range includes both baby food and children food.
Organix Children’s Food Club was created for parents and children who want to know more about good food and nutrition. As part of a drive to increase dissemination of such information, Organix teamed up with Bounty because of its highly targeted audience.
Objectives
Organix wanted to target mums with babies reaching weaning age with a view to increase awareness of Organix food and increase the Children’s Food Club member base.
Therefore, they were keen to tie up with a media channel that catered for this demographic.
The challenge
In order to reach out to their desired demographic, it was important for Organix that they could use a fast track delivery channel, and one that would generate a high response rate.
Bounty’s Baby’s Progress direct mailing was seen as the ideal route:
- The mailing reaches mums with babies aged 3 to 4 months
- Highly targeted audience – information hungry audience making brand decisions
- An audience that has bought into Bounty – they want to receive information
- High response rate
- Controlled volumes and limited capacity increasing insert stand out
The campaign
The mailing took place in April with 30,000 Organix recruitment inserts. As an incentive for responding and signing up to the Organix Baby Club, recipients were offered the chance to win a “tasty selection of Organix baby food”.
The results
The aim of the activity was mainly to recruit members to the Children’s Food Club and the campaign worked very well for Organix delivering a response rate of around 14% to date (compared to an industry average of 2 – 4 % for DM).