Rachel's senior brand manager Muriel Breugelmans and Steve Clarke, marketing manager, stop by to talk to Shaun Weston about the company's new Kitchen Moments campaign, and what the future holds for Rachel's Organic over the next 12 months.
How's business going for Rachel's?
Breugelmans/Clarke: With strong growth in the last year, Rachel’s is experiencing one of its most successful years yet. The release of our first ever commercial has helped these strong results. Designed to engage with our loyal fans and capture new consumers, the campaign demonstrates the emotional benefits Rachel’s yogurts deliver through an outstanding taste experience. This new ad, combined with an extensive integrated campaign, including digital, celebrity and PR components, have led to a remarkable year.
Is the dairy industry in general surviving these tough times?
Breugelmans/Clarke: The yogurt industry has shown modest value growth over the last few years and we are pleased that, despite these tough times, Rachel’s has been able to grow strongly over the last few years.
Tell me more about the new 'Kitchen Moments' campaign. What is it and who is it targeting?
Breugelmans/Clarke: The kitchen is the heart of the home and where some of life’s best everyday moments happen, from chats over the kitchen table and informal lunches with the girls to a quiet Sunday morning breakfast with the papers. With Kitchen Moments, we hope to expand on these everyday pleasures and give something back to our fans.
Who have you worked with for this campaign, and what was their brief?
Breugelmans/Clarke: The Kitchen Moments digital campaign has been created by Haygarth to amplify the Rachel’s Moments campaign – a campaign to celebrate time when you stop, unwind and indulge in Rachel’s – across all channels.
The work consists of monthly e-newsletters, a new brand website, as well as a new interactive Facebook app that will provide a hub for the campaign activity. Launched in April, it will continue for the rest of the year.
Exclusive content and competitions will be on offer via partner brands carefully selected by Rachel’s, with the aim of engaging its target audience: 30- to 65-year-old women who enjoy quality organic food and time spent with family and friends in the hearts of their homes, their kitchens.
Haygarth is working closely with PR agency Threepipe, which will be responsible for managing the online conversations on the Kitchen Moments Facebook Wall.
Do you have a strategy for measuring the social engagement of 'Kitchen Moments'?
Breugelmans/Clarke: All of the content from our Kitchen Moments campaign sits within a content house on the Facebook page, allowing our community to access the content at any time without leaving the Facebook environment. This model also makes the campaign more measurable, as we can track each Facebook user's journey through the application, monitor the amount the content is shared and see who is doing the sharing.
Across social media platforms, we measure the number or mentions of the brand and the campaign, the change in sentiment towards the brand, traffic between each of our digital assets and search trends. All of this data is carefully analysed and the results are used to tailor and tweak campaigns as they evolve. By comparing the change in activity on each of our social platforms to spikes in sales of individual products, we're able to track how the campaign is impacting on sales across the business.
Rachel's seems to come out with new products all of the time. Can we expect more of the same over the next 12 months?
Breugelmans/Clarke: Rachel’s has been successful catering consumers out there with more discerning, adventurous palates with more exciting foodie flavour combinations, so you can definitely expect more to come in the next 12 months.
Will we see Rachel's move into different sectors as the business grows and evolves?
Breugelmans/Clarke: We’re constantly exploring new avenues and product sectors that we could launch into in keeping with meeting the needs of our discerning food lover consumer.
Finally, what's your favourite flavour of Rachel's Organic yogurt?
Breugelmans/Clarke: My favourite flavour is Rachel’s Greek Style Coconut, to unwind in the evening!
Shaun Weston is managing editor of FoodBev.com
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