Haygarth Launches Exclusive Brand Partnership Between Rachel’s Dairy & Emma Bridgewater Rachel’s, Britain’s best loved premium dairy brand, is launching a new brand partnership with Emma Bridgewater via an on-pack promotion offering consumers an exclusive French bowl.
The partnership is part of a new marketing campaign, designed and implemented by Haygarth, under the Rachel’s “Made with Love” theme.
The compelling on-pack promotion will be supported by engaging digital marketing activity. Further activity amplification includes PR by Rachel’s PR agency; Threepipe and social media activity developed by both agencies.
Launching in April, the three month promotional campaign will target discerning food lovers to increase purchase frequency amongst existing consumers across the product range, as well as enhance brand loyalty by delivering added value. Targeted emails and newsletters will be used to drive consumers to the Rachel’s website (rachelsorganic.co.uk) for their chance to win Emma Bridgewater goodies.
Facebook is also being utilised to engage with the target audience and raise awareness of the promotion; with Emma Bridgewater and Rachel’s prizes being given away throughout the promotional period.
The Facebook page will also drive users to the Rachel’s website for further chances to win prizes.
Steve Clarke, marketing director at Rachel’s Dairy comments: “Emma Bridgewater and Rachel’s share common values and quality cues as well as a similar discerning audience, making this a truly natural partnership. We’re confident that our fresh campaign will really appeal to our consumers whilst driving sales and category growth.”
This latest news comes on the back of the Rachel’s brand relaunch and an investment of over £2m to drive the brand during 2010, differentiating it from competitors, driving sales and reinforcing the brand’s market position.
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