Australian Organic Limited
Australian Organic Limited (AOL) is the peak industry body for the organic industry in Australia and strives to create a positive impact for humans, animals, and the environment, now and into the future.
The Brief
- Promote Australian Organic Awareness Month (AOAM), the nation’s largest campaign promoting the health and sustainability benefits of certified organic products.
The Strategy
- Engage high-profile influencer with close ties to the cause – NRL legend Anthony Minichiello
- Produce consistent content across a variety of mediums throughout Awareness Month, with ‘Mini’ sharing his story and connecting it to weekly campaign themes
- Cross-promote the Australian Organic Wine Awards and the formation of the Organic Industry Working Group to further amplify Awareness Month messaging
The Content
- Feature article with photography and video telling the story of Mini’s organic transformation
- 4 x short videos with Mini highlighting weekly campaign themes such as ‘Why Organic?’
- Mini’s Organic Wellness Plan ‘trading card’ packs distributed via campaign events and consumer materials
- Weekly media releases and social media assets linking campaign themes to topical issues around health and sustainability
- Case studies with organic producers sharing their organic journeys
The Impact
- Mini interviewed about his ambassador role on ABC Radio, and covered in leading national mastheads
- Consistent media interest in weekly campaign themes throughout the month
- Strong engagement with campaign materials across AOL channels
- Organic industry highlighted at Parliament House event to market the formation of the Parliamentary Friends of Australia’s Organic Industry
Produced Mini’s Organic Wellness Plan ‘trading card’ packs to align with the campaign.
Created four short videos for social media, which highlighted weekly campaign themes.
