When the second largest supermarket chain in North America decides to create its own private label organic brand, with skus on nearly every aisle of the store, it’s a big win for cleaner, greener eating. Safeway’s O Organics was the first private label organic brand by a conventional chain – our job was to help their everyday shoppers understand what it meant to choose organic. We launched a multi-platform campaign to demystify “organic,” with help from celebrity chefs and parents, Pregnancy Awareness Month and a LOT of foodie bloggers. The resulting 330 Million media impressions brought O Organics into 500 new retailers, showing how organic fit into every family meal, and every budget.