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CANNES, France—Already a winner at the International Andy Awards and Eurobest, "The Organic Effect," a campaign for Swedish supermarket chain Coop, took home the PR Grand Prix tonight at the Cannes Lions festival here.
The initiative from Forsman & Bodenfors was designed to strengthen the Coop brand and boost the concept of organic farming. The agency had a typical family of five switch from conventional food to 100 percent organic food for two weeks. At the onset, urine tests showed they had eight different pesticides in their systems.
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