13 May 2008


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Rachel's Organic launches digital campaign

Rachel's Organic

Yogurts and Desserts

Organic

Rachel's Organic is launching its first digital marketing campaign, endorsed by celebrity gardener Rachel de Thame.

The dairy brand has launched a micro web site today – www.callingallrachels.co.uk – and is encouraging all Rachels (as well as honorary ones) to sign up and be challenged to lead a more naturally stylish lifestyle.

Rachel's Organic aims to create the biggest online community of 'Rachels'.

It will be set a series of 10 stylish, green challenges in June to coincide with the third Organic Dairy Week (2-8 June 2008).

According to Rachel's Organic senior brand manager Jennie Hermolle, challenges will include planting a herb garden, growing flowers and buying vintage clothing.

Those who sign up for the initiative will be entered into a prize draw to win a makeover from eco guru, Joanna Yarrow, worth £2,000.

Launching the campaign today, Rachel de Thame, the first Rachel to sign up for the challenge, said: "The challenge is for everyone to lead a more sustainable and natural lifestyle. We want to inspire as many Rachels as we can and everyone else, honorary Rachels, to sign up to the challenge to adopt a more 'eco-chic' lifestyle."

The online campaign is part of an overall £2m spend by the brand in 2008.

Rachel's Organic is also the first headline sponsor of the Hampton Court Palace Flower Show this year, 8-13 July 2008.

Hermolle said the tie-up linked well with the brand's 'Stylish by Nature' message.

"Our communications platform this year is about letting nature really shine," she said.

"That's what gardening is all about. Rather than being about the countryside, it's a great fit for us. The people who go to the RHS shows are our target market."

Hermolle added the company is aiming to sample 200,000 consumers at Hampton Court and will sponsor the two floral marquees at the show.

The brand is launching new children's products next month: a My First Yogurt range aimed at children from 6 months old and Taste Explorers for older children.

Both will be offered in multipacks.

By Fiona Briggs

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