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Building Awareness for Organics with Proven PR Return-On-InvestmentWant proven return-on-investment for your PR campaigns? Consider the sales impact of our 50-state "Go Organic for Earth Day" publicity campaign, on behalf of 45 organic food manufacturers and 20 national supermarket chains involving 2,652 retail stores.The goal was to encourage consumers to eat organic for just one day – Earth Day. Maccabee Group’s results for the Organic Trade Association, MusicMatters and Earth Day Network were astonishing – 35 million consumer impressions including a segment on TV’s “Good Morning America” and a syndicated Associated Press food story featuring organic recipes from celebrity chef Akasha. The Galaxy Awards called “Go Organic For Earth Day” their Cause Marketing Campaign of the Year. The value of PR was confirmed through pre- and post-campaign measurement. The National Marketing Institute found that awareness of organic foods rose from 65% to 75% nationwide and sales of organic food at participating retailers went up by an amazing 8 percent during the campaign. Sixty percent of the consumers who said they saw the “Go Organic” campaign reported that they bought organic food because of it! Maccabee Group delivers measurable PR results – with a tasty Return on Investment. |
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