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Sammanfattning: Sustainable consumption has become an issue that society, including retailers, can no longer ignore, evident by Agenda 2030 and the Swedish government's call to action concerning the production and consumption of organic products. Whilst a majority of consumers are aware of environmental issues and also show positive attitudes towards organic products, consumption rates of these products are still relatively low which shows an inconsistency between attitudes and actual purchase behavior. Meanwhile, the retail store and its communication are considered to be underutilized in the promotion of organic products and other more sustainable ways of consuming goods. This study seeks to examine ways in which grocery retailers can promote organic products by utilizing existing communication, in this case store flyers, to see if they are a suitable fit for these types of products. We compare the effects of two store flyers for a fictional grocery store: one which only includes organic products and the other which emulates a common store flyer we are used to seeing in stores today. The comparisons were carried out by a quantitative study comprised of a total of 309 respondents and the results show that the more organic store flyer has little impact on the attitude for the flyer or the included products, but a significant impact on driving the sustainable image of the store and the overall attitude of the store. These results were also similar when comparing segments based on gender, flyer- proneness, and green-segment-belonging. This implies that while succeeding to build sustainable associations around the store and brand, the effectiveness of the promotion may not be as high for the organic store flyer.