The Organic Trade Board has ditched its “Why I Love Organic” strapline one year into its three-year campaign, after it failed to explain the differences between organic and non-organic food to consumers.

Its new campaign, which launches on Monday, will have the slogan “Organic. Naturally different” and will show “conversations” between organic and conventional foods, to highlight differences in production methods.

The campaign will focus on an “all natural” message because OTB research has shown consumers are most likely to buy organic food if they feel it is “more natural” than conventionally produced food.

In 2011, sales of organic food in the mults fell by 5% to £1.2bn, but the OTB hopes to create £26m in new sales by encouraging occasional organic shoppers to spend £10 extra on organic food a year, and stem the £52.7m drop in organic sales.

“We are all dealing with tough economic conditions and organic is no exception,” said OTB chair Anna Rosier. “The new campaign is confident, noisy and humorous, and we know it’s going to help deliver the growth and sales the organic sector wants.”

The campaign designs will launch on 48-sheet posters across 65 London tube stations. The whyiloveorganic.co.uk website is being replaced with organicukfood.com, and Tesco and Sainsbury’s have committed to supporting the campaign through their own websites. Ads for the campaign will also be placed on online parenting site Mumsnet.

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