The creative focuses on the heritage of the brand and Rachel Rowlands, the lady who co-founded Britain’s first ever certified organic dairy. The new advertisements bring to life Rachel Rowlands’ creativity and passion in a series of handwritten notes on a personal recipe book and chalkboard.
Demonstrating how Rachel created her low-fat vanilla and Greek-style natural yogurts alongside her personal serving suggestions, the transcripts reflect the personal care, unique passion and attention to detail that Rachel has put into creating her yogurts since she first founded the brand in Aberystwyth, Wales, in 1982.
The print ATL campaign is set to run until 30 June 2014, followed by a second burst of activity later in the year.
Sophie Giraudel, brand manager at Rachel’s, said: “Many consumers may not be aware of Rachel’s heritage and the story behind the brand, and we are really excited to reveal this advert which demonstrates the passion Rachel puts into her product – values that the brand continues to foster. We hope this impactful campaign will continue to help drive awareness with more people enjoying our gorgeous-tasting yogurts.”
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