Social media influencer Coral Golding – Coral Pearl to her followers – is among the names boosting the Organic Trade Board’s (OTB) 2019 Organic Feed Your Happy Campaign.
As the co-founder of Brighton-based cold-pressed organic juice brand, Golding has a strong reach on Instagram (18.9k followers), where she posted video content to her Stories on 12 January enthusing about the benefits of organic food. The content was commissioned by the OTB through a media agency and its specialist partners in the field of influencer marketing.
“Don’t panic, it’s organic,” Golding posted, adding that she ‘couldn’t be happier’ to be working with the OTB.
The more personal connection we’re able to make with the activity is really resonating with our audience
“I’m so, so passionate about trying to eat organic where possible … It’s food as it should be, good for us and good for the planet. I just love bringing my girls to organic farms so they can see where their food actually comes from and how it should be grown! I feel that kids have a more positive relationship to food if they have more involvement and understand the whole process!”
“As a mum of two little ones and the founder of her own organic business Coral is a great fit for the campaign and we’re delighted to be working with her,” says Aileen Nicol, campaign director, OTB.
Throughout 2019 the OTB will be in ongoing partnerships with several social media influencers including Alpha Foodie, Rebel Recipes, Hannah Michalak and Zanna van Dijk.
We’ve made influencer marketing a core part of the campaign
“We set out in our brief to the agencies that we wanted to work with reliable, engaging influencers, aligned to our target audiences who are open to sharing their personal experiences and opinions of organic food and drink.
“We’ve made influencer marketing a core part of the campaign since the end of 2017 and have found it to be a really successful way for us to reach new audiences. The more personal connection we’re able to make with the activity is really resonating with our audience; we’ve seen a positive response in the conversation about organic on the back of it. Working with influencers gives us the opportunity to generate conversations about organic that may not happen on our own media channels.”