Posters, social media and a cinema spot – “Eco instead of ego” (Öko statt Ego) is gaining momentum. Kathrin Jäckel, head of the campaign office at BNN, answers questions about measures and expectations.
What are BNN’s expectations of the campaign, what are the goals?
The question here is more about the expectations of the industry, because “Eco instead of ego” is an industry campaign of the organic food trade. The aim is to inspire consumers on the one hand to believe that shopping in organic food stores is a simple and effective way to buy organic and sustainable. After all, it is not just about organic quality, but also about the long-term, sincere and authentic commitment of the companies, for example to climate protection, biodiversity, soil quality, sustainable packaging alternatives as well as long-term fair trade and economic relations. Consumers can actively support this by shopping in organic food stores. We need extensive, far-reaching changes and joint efforts to effectively counter climate change and to preserve the earth as the very foundation of our existence. More eco and less ego.
Is the campaign also meant to reach new target groups?
Yes, it is. And it will do so with the actions planned for 2020. It is important to us to reach as many people as possible and inspire them to more sustainability in their lives and their consumption. The largely organic growth of our digital channels and the rising interaction rates show us that we are on the right track. The same goes for the steadily growing number of campaign partners.
These include Basic Organic Supermarkets, Demeter-Schrozberger dairy farmers, Dennree, Spielberger Mühle, Rapunzel and Voelkel Naturkostsafterei, with whom the organic-affine core target group is being reached. What about the use of posters, flyers and such outside of these companies?
In the initial phase of the campaign until the end of 2019, we concentrated on building up the infrastructure, i.e. the integration and acquisition of campaign partners, the distribution of campaign materials and the promotion of the campaign within the industry. 2020 is now all about consumer communication with corresponding activities outside of the partnerships. These include a cinema spot and large-format posters. In this way, the campaign will also reach people who may not yet have shopped in organic food stores.
As part of BIOFACH 2020, the cinema spot will be premiered at the traditional evening reception of the Federal Association of Natural Foods Natural Products (Bundesverband Naturkost Naturwaren – BNN e.V.). The 25-second spot will then be shown on the big screen from April to December 2020 in seven German cities, both in small art house cinemas and in large multiplexes. A media penetration of around 350,000 cinema visitors is expected. In addition to the cinema spot, a nationwide poster campaign will then begin in May. For ten days, large-format posters from the campaign will be on display in the mainline stations of 16 cities along the ICE tracks. The expected impact for this is 1.7 million sightings.
There are 1,017 campaign subscribers on Instagram (as of February 4). The feedback is rather reserved, on Facebook as well. Is the target group wary of social media?
As I said, so far this is organic growth. We will increase the scope over the course of the year by way of influencer cooperations, a storytelling project and an additional budget for the social media channels. I don’t think that the target group is wary of social media. Many players in the industry and the campaign are now also very active and successful in digital communication. Rather, it’s the topic that is new in this form, so we’re giving it even more time.