Seeds of Change, a division of Masterfoods, wanted to double the size of their business over the next 5 years and attract a wider but relevant audience of "everyday foodies" to their range of wholesome, tasty, 100% organic food. They sought a truly integrated partnership with a media owner, ideally with food credentials, who could deliver as wide and as relevant an audience as possible. The challenge was to build on the communication, reinforce the message association with positive food images, in doing so complement the in-store sales activity.

To double the size of Seeds of Change business and attract a wider audience to their range of 100% organic food.

The natural vehicle to deliver this proposition to a "foodie" audience was Observer Food Monthly (OFM). The editorial team were keen to play on their strengths in photography to portray the everyday world of food. Guardian Plus came up with the core idea of launching a photography competition entitled "Feed your Imagination", that would tap into our readers passion for food, engage with them over time and create a public event to showcase the winning photos. The campaign included a competition, editorial coverage, a microsite, database mailing, sampling & and an exhibition.

The Feed your Imagination competition received 5,000 entries in the first year and a phenomenal 8,000 entries in the second year. In addition, research of OFM readers showed how successful the sponsorship was for Seeds for Change and demonstrated that awareness of the Seeds of Change brand increased as a result of the campaign - two thirds of respondents said they were aware of the brand. The campaign resulted in a 24% uplift in purchasing Seeds of Change products. Please click to download attachment for a full account of the campaign and results..

"The Seeds of Change partnership with the Observer Food Monthly is a powerful example of what can be achieved when egos are put aside and editorial, advertising and brand teams work as one to motivate and engage consumers. Feed Your Imagination was the perfect vehicle to deliver the brand's food credentials. The overwhelming response from OFM readers demonstrates that no title could have been a better fit." Whitney Ertel, Director, Ketchum.