On Wednesday 12 June, 314 Wake Up To Organic events took place at independent stores, cafes and farm shops across the UK serving up over 15,000 free organic mini breakfasts in another fantastic event helping the country to share the joy of organic and make a simple switch at the start of the day.
With more events taking place than ever before the organic community helped the UK wake up to celebrate organic with their local independent stores who, despite the tricky weather, brightened everyone’s day with lots of tasty mini breakfast treats, showcasing local and organic producers and sharing their love for organic and its benefits for people, animals and the planet.
Fantastic organic brands provided lots of delicious organic food and drink for stores to make up breakfast samples and our community of friends across the organic sector and beyond hosted breakfast events in their offices and took to the streets to visit their local events on the day.
With social media a key focus for the campaign, we had a range of Instagram influencers, with interests in food, fitness or simply eating better, helping to generate an amazing 5.6m reach on social channels with #WakeUpToOrganic trending on Twitter in the morning.
Events were highlighted in online and print regional press and listings media in the lead up to the event and on the day itself we had several pieces of local TV coverage as well. You can read the snapshot stats from the campaign here.
The campaign was sponsored by Alara Cereals, Clearspring, Crazy Jack, Freee by Doves Farm, Infinity Foods, Zinger Shots (James White Drinks), Meridian Foods, Pukka Herbs, Rebel Kitchen and Viridian who provided free products to all the stores. Viridian packed the event boxes and sent them to all corners of the country to the stores taking part.
OTB members and campaign pledgers, Alara Cereals, Biona, Biodynamic Association, Clearspring, Community Foods, Complete Co-Packing, Diversified Communications, Lavera, Natracare, OF&G, Soil Association, Soil Association Scotland, Sunita Fine Foods all took part by holding their own Wake Up To Organic events for their staff.
Riverford held a pop up brunch in Cambridge, Triodos held an early breakfast event for the public, Hodmedods who were at Focus Organic Halesworth and Yeo Valley who partnered with Pip Organic, Tideford Organic and Community Food to give away goodie bags.
Next year’s event date is to be confirmed and rest assured we are working on plans to deliver bigger and better in 2020!
A full evaluation will be available to OTB members in due course.
NOTE: Wake Up To Organic is part of our Organic. Feed Your Happy campaign which aims to increase sales of organic, to make Organic an everyday choice. Forever.
The current campaign is 80% funded by the EU and 20% funded by the industry (our pledgors). This campaign is in it’s third and final year and we are planning a new industry-funded campaign for 2020, please contact Annie Seeley, if you would like to find out more about pledging to the 2020 campaign.
