Organic dairy brand Rachel’s has invested £1 million in a new advertising campaign, which will include dedicated in-store, digital, PR and social media activity.
The brand has also announced a 12-month sponsorship of the Good Food channel, a dedicated food channel on subscription TV in the UK. The sponsorship will see 14 unique idents featuring Rachel’s best-selling yogurts appear before some of the country’s most popular food shows.
The idents depict various characters enjoying Rachel’s yogurts in moments where they should be focusing their attention elsewhere, such as taking their children to swimming lessons or carrying out household chores; the idents highlight that Rachel’s is too indulgent to ignore and will feature the campaign tagline ‘food heaven, sponsored by Rachel’s’.
In addition, the sponsorship will ensure brand association with trusted food experts and enables Rachel’s to reach an audience of food enthusiasts, 75% of which are interested in trying new recipes and 74% in trialing and reviewing new products online, the brand said. This offers the potential for further brand promotion through other platforms, it added.
Rachel’s marketing manager Daniel Wheeler said: “We are pleased to announce our Food Heaven sponsorship with the Good Food channel and are confident that it will help us to reach consumers who are as equally fanatic about high quality, organic food produce as we are. We’re extremely proud of the Rachel’s range which offers a wide variety of different yogurts for different occasions.
“Not only are our yogurts intended to be enjoyed on their own in all of their glory, but our big pots are also the perfect ingredient for cooking. We were keen to highlight this unique versatility within the idents and through the use of different scenarios, we are really pleased with the finished result which perfectly communicates the different moments where Rachel’s can be enjoyed.”
The Food Heaven campaign will air on the Good Food channel from 23 January and will run for a year.
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