Organic dairy brand Rachel’s has appointed marketing
agency Haygarth as its lead digital agency, having worked
on the company’s promotional marketing and eCRM since 2009.
The agency has initially been tasked with launching ‘Kitchen Moments’ – Rachel’s 2012 digital and eCRM campaign – and will design and build a new website.
Haygarth is responsible for all online strategy, and making the central idea of the overarching brand campaign – Rachel’s Moments – work as an integrated campaign across all digital channels.
The Kitchen Moments digital campaign will consist of monthly e-newsletters, a new brand website, as well as an interactive Facebook app which will provide a hub for the campaign activity. Launching this month, the initiative will run until the end of the year.
Exclusive content and competitions will be on offer via partner brands, 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.
Rachel’s marketing manager Andrew Curzon commented: “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.
“Appointing Haygarth as our lead digital agency is a natural progression of our successful partnership to date – we have been very impressed with the work Haygarth has delivered for us thus far and look forward to continuing this success together in 2012.”
Haygarth chief executive Sophie Daranyi added: “We look forward to building upon our past success with Rachel’s. With Kitchen Moments we’ve taken the brand’s core message and executed it through-the-line with warmth, charm and personality to deliver a consistent brand experience across a variety of touchpoints.”
