organic dairy brand, has unveiled a print ATL campaign, created by design agency ENTER.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 advertisements aims to 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 are designed to reflect the personal care, 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 30th June 2014, followed by a second burst of activity later in the year.
Media planning and buying for the campaign was handled by Zenith Optimedia, and the advert has been placed in titles such as Red, Woman & Home, OK!, Grazia and InStyle, in order to drive reach and engagement amongst Rachel’s target audience.
Furthermore, Greek-Style natural adverts in retailer magazines such as Sainsbury’s Magazine and Waitrose Kitchen will include a money-off coupon to help influence shopping behaviour along the path to purchase to help drive trial of the new range.
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.”
