Organic dairy brand Rachel’s will return to UK television screens from 4 July for a new “heavyweight” advertising campaign that puts the brand’s natural and organic credentials at the heart of its marketing approach.
Developed in collaboration with Ogilvy & Mather, the creative centres around a group of women who regularly meet for a book club, but appear to become distracted as they indulge in a pot of Rachel’s Greek-style honey yogurt. The characters praise Rachel, helping to personify the real person behind the brand, and the advert finishes with her putting pen to pot to write her name, which cleverly then becomes the brand’s logo.
The campaign will seek to highlight the pride that goes into every pot of Rachel’s organic yogurt, emphasised by the tagline “crafted by Rachel, loved by you”.
Daniel Wheeler, marketing manager for Rachel’s, said: “We’re thrilled to be back on TV supporting Rachel’s with a new television commercial and are confident that it will resonate with consumers.
“For those that aren’t familiar with Rachel’s, we wanted to introduce them to our incredible organic Greek-style yogurts, which are a result of Rachel and her strong ethos. For those already familiar with the brand, it is about reaffirming the importance we place on producing great-tasting yogurts using organic produce, a key factor at point of purchase, so they know what makes our products so special. Having a reference to Rachel herself, the embodiment of the brand, really helps to communicate this. We are committed to supporting the brand over the short- and long-term and we hope people will enjoy it.”
Giles Montgomery, creative director for Ogilvy & Mather, added: “The TVC perfectly captures all that is great about Rachel’s, personifying the name behind the brand. By bringing Rachel to life, the audience learn of her unique passion for quality, great-tasting yogurts and begin to understand why Rachel’s yogurts are a cut above the rest.
“We were thrilled to be involved in this project and it was great to encapsulate these core values in our creative for the ad.”
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