{"id":17390,"date":"2023-09-11T15:48:34","date_gmt":"2023-09-11T14:48:34","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17390"},"modified":"2023-09-11T15:54:04","modified_gmt":"2023-09-11T14:54:04","slug":"a-z-of-great-food","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/organix\/a-z-of-great-food","title":{"rendered":"A-Z of Great Food"},"content":{"rendered":"<div class=\"lazyblock-video-Z1q6flK wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n            <iframe data-src=\"https:\/\/www.youtube.com\/embed\/qr9osVwNoAo?rel=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>    <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-ZrRFct wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p>At the heart of the programme is a fun A-Z style wall chart containing 26 foods and flavours, carefully<br \/>chosen by nutritionists, for parents to introduce to their little ones. To help them, Organix has also<br \/>developed a range of helpful content, including age-appropriate recipes and serving suggestions,<br \/>which can be found on their website hub.<\/p>\n<p>Following specially commissioned YouGov research, which showed that fewer than 25% of under<br \/>5\u2019s eat more than 3 types of fruit and veg each day, the expert nutritionists at Organix were tasked with developing an A-Z of healthy, nutritious and sustainable foods from 6 months onwards. From favourite fruits to challenging vegetables, bitter tastes to unusual textures, the foods and flavours that make up the Organix A-Z of Great Food were carefully selected to spark babies\u2019, toddlers\u2019 and kids\u2019 love of great food.<\/p>\n<p>Mandy Bobrowski, Marketing Director at Organix, said \u201cEarly experiences have a big impact on<br \/>children\u2019s future relationship with food. In fact, there is a \u2018flavour window\u2019 between 6 months and 18<br \/>months when little ones are most open to discovering new things to eat, after which they may<br \/>develop an aversion to unfamiliar foods. So, it\u2019s really important to introduce a wide variety of<br \/>healthy foods, with different flavours and textures, from the start.\u201d<\/p>\n<p>The integrated campaign launching the A-Z includes a range of digital advertising and content across Meta, TikTok and YouTube, featuring the foods from the A-Z in Rube Goldberg style stop-frame animations. The animation style builds on the distinctive new brand campaign created by The Ninety-Niners last year, bringing more joy to the category and extending Organix\u2019s appeal to all parents of kids from 6 months to 6 years.<\/p>\n<p>PR will lead with a targeted influencer programme, working with six leading parent influencers<br \/>including \u2018Mealtime with Mummy\u2019 and \u2018Healthy Living James\u2019 as well as a series of small media<br \/>briefing events with Organix\u2019s leading expert nutritionists.<\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>Radio activity with Bauer and Global includes a partnership with brand new podcast \u2018The Overshare\u2019<br \/>with Gemma Atkinson, as well a competition and advertising on Heart FM.<\/p>\n<p>Media partnerships with baby and toddler magazines such as Emma\u2019s Diary, Mums &amp; Tots, and<br \/>Baby Magazine together with sampling at baby shows, festivals and toddler activity classes have<br \/>also been arranged to put over 300,000 printed wallcharts into parents\u2019 hands.<\/p>\n<p>Ant Hopper, Founder of The Ninety-Niners, said \u201cThis is the next expression of our new brand idea<br \/>for Organix, Spark Their Love of Great Food. We want every child to be inspired to try more flavours<br \/>and textures and grow up loving great food, and this campaign helps parents through the sometimes<br \/>difficult journey of introducing new foods.\u201d<\/p>\n<p>Tania Littlehales, Head of Consultancy at The Fourth Angel commented: \u201cOrganix is such an<br \/>incredible brand to work with and the A-Z of Great Food is a wonderful way to really celebrate the<br \/>work of their expert team of nutritionists. This is a genuinely fully integrated initiative that will reach<br \/>consumers at all levels and help spark the love of great food from the earliest age.\u201d<\/p>\n<p>Jo Tyrell, Client Partner at VCCP Media said \u2018&#8217;We have loved working with Organix on the fantastic<br \/>A-Z campaign. The integrated, multi-channel media plan has social at its core, focusing on engaging<br \/>parents with genuinely useful (and fun!) content, supporting their journey through weaning and<br \/>beyond&#8217;.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-1Nnhy5 wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        We have loved working with Organix on the fantastic A-Z campaign. The integrated, multi-channel media plan has social at its core, focusing on engaging parents with genuinely useful (and fun!) content, supporting their journey through weaning and\nbeyond. \n        <cite>Jo Tyrell, Client Partner at VCCP Media<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-17390","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10222","hero_video":"","hero_image":{"ID":17391,"id":17391,"title":"OrganixAZ_Press-Release_1920x1080px","filename":"OrganixAZ_Press-Release_1920x1080px.jpg","filesize":2112031,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/organix\/a-z-of-great-food\/attachment\/organixaz_press-release_1920x1080px","alt":"","author":"64","description":"","caption":"","name":"organixaz_press-release_1920x1080px","status":"inherit","uploaded_to":17390,"date":"2023-09-07 15:26:40","modified":"2023-09-07 15:26:40","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"New Organix campaign highlights the importance of variety in raising happy, healthy eaters","meta-description":"Organic baby and toddler food brand Organix has revealed a fully integrated campaign to launch the \u2018The Organix A-Z of Great Food\u2019; a new content programme that gives parents a fun way to introduce their little ones to a wide range of nutritiously delicious flavours and textures. The campaign was created by The Ninety-Niners, with PR and influencer activation by The Fourth Angel and media planning and buying by VCCP Media.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/09\/OrganixAZ_Press-Release_1920x1080px-1.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/17390","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=17390"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}