While prior research has examined the importance of organic food and the reasons why consumers might purchase it, how marketers can develop effective advertising strategies to promote organic food remains unclear. Drawing upon construal level theory, the present research investigates the role of visual imagery (illustrations vs. photographs) and advertising claims (altruistic vs. egoistic) in promoting organic (vs. conventional) food. Across three experimental studies, this research demonstrates that matching illustrations (photographs) with organic food (conventional) food increases advertising effectiveness (Study 1). Furthermore, matching illustrations (photographs) with altruistic (egoistic) claims can increase likelihood of purchasing (Study 2) and willingness to pay for organic food (Study 3). The findings of this research contribute to the literature on construal level and offer practical implications for marketers and how they can promote organic food.