Author: Not credited
Agency: The Bridge

Scottish Awards 2001

Priming The Pump

How advertising helped launch Simply Organic on the road to success

 

Background

Simply Organic was established when Christine Manson and Belinda Mitchell merged Only Organic and The Original Fresh Babyfood Company in the autumn of 1998. Each had been trying to break in to the organic grocery market but success had been elusive. Based in Edinburgh, Simply Organic started manufacturing and distributing fresh organic sauces, soups and babyfoods in January 1999.

Organic was already the fastest growing sector in the grocery trade and the number of organic processors was forecast to grow rapidly (Figure 1). Consequently competition for the attention of the grocery trade was already fierce and was only going to become fiercer; pitches from new organic companies inundated them.