Rachel's to launch digital Kitchen Moments drive

Rachel's, the organic dairy brand, is ramping up its digital activity with the launch of a 'Kitchen Moments' digital and eCRM campaign, and new brand website.

Rachel's: organic dairy brand is extending its digital activity
Rachel's: organic dairy brand is extending its digital activity

The campaign, launching next week, is part of the brand's overarching 'Moments' strategy, which aims to position it as a lifestyle brand.

The digital activity, created by Haygarth, is centred around a Facebook app and also includes an e-newsletter and new brand website, which will feature exclusive content through brand partnerships, as the brand takes a more editorial-led approach to marketing.

It has not disclosed which brands will be participating in the scheme.

Rachel's aims to engage with its target audience of 30- to 65-year-old women, who enjoy quality organic food and time spent with family and friends in their kitchens.

Rachel's 'Moments' strategy was introduced in September last year, when it rolled out its first TV campaign encouraging consumers to "reconnect with themselves" and find their "Rachel’s moment".

Follow Sarah Shearman on Twitter @Shearmans


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More