Rachel's puts brand heritage at the heart of above-the-line print campaign
Organic dairy brand Rachel’s has embraced its heritage in an above-the-line marketing push created by Enter.
At the heart of the creative is Rachel Rowlands and brings to life her creativity and passion through a series of handwritten notes on a personal recipe book and chalkboard.
Running until 30 June 2014, the print ATL campaign will be followed by a second round of activity planned for later in the year.
“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,” said Sophie Giraudel, brand manager at Rachel’s.
Adverts for the brand will appear in titles such as Red, Woman & Home, OK!, Grazia and InStyle. Greek-style natural adverts in retailer magazines including Sainsbury’s Magazine and Waitrose Kitchen will also include a money-off coupon to help encourage trial.
ZenithOptimedia handled the media planning and buying for the campaign.