In January 2025 second year students worked with Better Food Traders, a UK-wide non-profit supporting small and medium food enterprises committed to organic, fair and sustainable trade to tackled a perception problem: "organic" is often seen as expensive.

The brief tackled a specific perception problem: "organic" is often seen as expensive, exclusive or "not for me," when it simply means food grown without harmful pesticides, and should be considered a baseline standard rather than a premium one. Students were briefed to design an accessible, human and clear public-awareness campaign, targeted broadly at everyone, with a particular focus on lower-income families, built around the key message that organic is simply basic, good food for all.

The brief required grounding the campaign in first- and second-hand research into existing messaging around organic food, before developing a written campaign narrative and at least three physical or digital assets (from billboards, posters, mailers and retail signage to social content or an experimental idea such as a pop-up or blind taste test) — all incorporating Better Food Traders' existing logo while developing a distinct, complementary look and feel of their own.