Effie Awards Category Context
"Good from the Ground Up" brought an important but forgotten subject to the forefront: soil health and its impact on our food. Across 200 independently owned co-op markets, all unified under the National Co-Op Grocers network, we communicated to natural/organic shoppers Cascadian Farm's commitment to using organic, sustainable farming practices, delivering $532,000 in sales on a $70,000 budget, approaching a 7:1 ROI. A percentage of proceeds were donated to The Land Institute, a nonprofit committed to sustaining land and soil. Our campaign drove brand growth at these co-ops for the first time in two years, regaining retailer and shopper confidence.
State of the Marketplace & Brand's Business
Cascadian Farm was losing ground at natural/organic independent supermarkets. Since 1972, Cascadian Farm has grown beyond its original farm footprint and is recognized as a pioneer in converting conventional farms to organic. Although Cascadian Farm has offerings in frozen fruit and vegetables, its key category is grain products, including cereal and grain bars. The all-organic brand applies the beliefs of its farming principles across its full portfolio of foods. From day one, Cascadian Farm has farmed in a way that helps to preserve the soil, working in harmony with the land.1 However, it was declining at natural/organic grocery co-ops and had not seen positive sales in over two years. In 2017 specifically, the brand was down -3.5% in dollars and down -9% in units.2