Let organic is a new supermarket brand focused entirely on organic products and required a launch campaign for their presence in the UAE. Non-organic products contain a lot unhealthy additives and preservatives. These are sold as “enhanced” but it is all just marketing jargon. We needed a position that was clear and simple. And get immediate attention. Since organic products contain no unnecessary constituents and are honest about their benefits I developed a strategy to both call out non-organic products on their mendacity and highlight the additional garbage that is added to them. I spoke to the honesty of organic products in an assertive manner that is counter-intuitive to the passive nature of an organic lifestyle. This allowed the brand to stand out with a pertinent message that grabs attention and establishes a brand identity.