Crazy Jack has been supplying organic dried fruits and nuts to the UK retail industry for 20 years. The challenge was to bring the Crazy Jack brand story to life whilst driving awareness for the brand and launching a new format of snack pack apricots. Under a new campaign theme of #brownistheneworange, which was introduced to help drive the challenge and key message about organic apricots are brown not orange, as consumers often expect. This theme was carried through on all channels including the inaugural #GoOrganicFestival in Battersea Park, of which Crazy Jack became a primary sponsor with a prime stand location. PR outreach included media visits with brown and orange apricots, health information and recipes. Social media took on an amplified role in engaging consumers and increased creative content was created to achieve this.