Over 280 independent stores, cafes and farm shops across the country served up over 14,000 free organic mini breakfasts on Wednesday 13 June in the biggest ever annual event to help shoppers make the switch to organic at the start of the day.
With more stores taking part than ever before and every region of the UK covered, the UK woke up to celebrate organic with their local independents who served up lots of tasty treats, showcased local producers and shared what makes them happy about growing, making and selling organic food and drink.
The campaign was supported by a host of organic brands providing samples for stores to use on the day to create lots of tasty treats and many running their own Wake Up events in the office or getting out and about to visit stores and get involved in the action.
With social media a key focus for the campaign, we had a host of influencers helping to generate a massive 6.5m reach on social channels with #WakeUpToOrganic trending in the UK top 10 on Twitter from early morning to lunchtime and across Twitter and Instagram the community posted over 2,100 messages.
Local stores were featured in regional press in the lead up to the event and with lots more activity taking place throughout the summer for the wider Feed Your Happy campaign, Wake Up To Organic has started off the summer of organic in style.
Aileen Nicol, Campaign Director, Organic UK said; “Wake Up To Organic this year was the biggest yet and showed how the collective effort of the organic community can really make a difference to the potential for organic in the UK by helping consumers make a choice for organic, everyday and forever.”