Goals and objectives
In 1972, long before organic vegan food took Denmark by storm, Urtekram was founded with a specific mission in mind: To help people live a healthier life. Based on this mission, Urtekram started a small manufacturing business in the heart of Copenhagen where organic herbs and skin care products were sold. Urtekram was an organic pioneer long before it became a trend. Today Urtekram markets organic-certified products aimed at vegans, vegetarians, and people with allergies, and it also offers lactose-free and gluten-free products. Urtekram’s products are sold in more than 36 countries in the EU, Russia, the Middle East, Asia and North America.
As Urtekram developed as a company, competition within organic food and organic beauty care increased. Danish women now have access to a vast range of consumer goods aimed at vegans and other general health enthusiasts. So, the question promoting a recent campaign was: What can Urtekram do as a company to maintain its leading position within organic consumer goods? How can Urtekram stand out from the competition?
In 2017, Urtekram reached out to Aller for the first time. The company collaborated with ELLE.dk on 6 videos demonstrating meat-free recipes. The 6 videos achieved a Facebook reach of 568,644 and 179,465 unique views on ELLE.dk. The impressive results left no doubt: There had to be another campaign. In the summer of 2018, Urtekram reached out to Aller once again for another native campaign in collaboration with ELLE and the magazine femina.