COLRUYT GROUP - I FEEL BIOTIFUL BRAND AWERENESS AND CSR CAMPAIGN
CHALLENGE
As the demand for organic products is constantly growing in Belgium, leading retail group Colruyt and its private label Boni Selection embraced the strategy to establish itself as an innovative sustainable retailer group and brand. This entails a firm commitment to its clients to promote and supply Belgian organic products and to contribute to the sustainability of the local organic range.
We were tasked with the challenge to create and increase awareness of the success and offerings of organic food in the supermarkets of Colruyt Group. To achieve this, we had to support and drive the Group’s ‘I Feel Biotiful’ campaign to promote organic food in all its supermarkets, i.e. Colruyt, Spar, Okay and Bioplanet.
UPR’s APPROACH
We created relevant content to get the campaign’s key messages out to the larger general Belgian consumer public through the full range of national media.
Next we set up a collaboration with an organic farmer and established partner of the Colruyt Group, De Lochting from Roeselare, to arrange a media event at the farm. Here journalists were exposed to the success story from the perspectives of both the farmer and the Colruyt Group.
Storytelling around the farmer and his fruitful partnership with Colruyt Group provided a positive narrative on the increasing consumption of organic food in Belgium. This, in turn, was linked to sustainable food production to meet the rising demand. The third-party endorsement by the farmer leveraged the advertising campaign with newsworthy content for the media to disseminate successfully to a large public.
EXPERTISE
In this campaign we harnessed our substantial skills and expertise in corporate sustainability communication to firstly research and create interesting, newsworthy and relevant content on sustainable food and beverage in the retail sector.
This was then provided to the media to reach a broad range of stakeholders and consumers through brand activation, media events and sound media liaison.
