Consumers have learned more – and consumed more – organic foods over the past few years. Yet, Rudi's Organic Bakery, a 32-year-old company in Boulder, CO, that began using organic ingredients in 1991, found that awareness about the bread category has not been elevated.

Based on market research conducted by the company, it worked with its firm, Linhart PR, on an educational and brand awareness campaign targeting moms.

Strategy
Rudi's found that nine out of 10 moms were concerned with high ...