JANUARY 2017 – Rachel’s, Britain’s first organic dairy brand, will be back on the nation’s screens from 23rd January, as it today announces a 12-month sponsorship of the Good Food channel; the number one dedicated food channel in pay TV. Taking a 360° approach, the sponsorship will be supported by dedicated in-store, digital, PR and social media activity, following a significant £1million investment.
The sponsorship will see 14 unique idents featuring Rachel’s bestselling yogurts appear before some of the nation’s most loved food TV shows including content from across BBC and Channel 4, such as Great British Bake Off and Lorraine Pascale: How to be a better cook, as well as Good Food’s own commissioned content.
The idents, created by global agency The Story Lab, are inspired by Rachel’s naturally luxurious and irresistible yogurts and offer consumers pure indulgence. Depicting various characters enjoying Rachel’s yogurts in moments where they should be focusing their attention elsewhere, such as taking the kids to swimming lessons or carrying out household chores; the idents highlight that Rachel’s is too delicious to ignore, offering a piece of ‘Food Heaven’, featuring the official campaign strapline ‘Food Heaven, sponsored by Rachel’s’.
In addition, the sponsorship ensures brand association with trusted food experts and enables Rachel’s to reach an audience of food enthusiasts, 75% of which are interested in trying new recipes and 74% trialing and reviewing new products online, offering the potential for further brand promotion through other platforms.
Daniel Wheeler, Marketing Manager at Rachel’s, commented: “We are pleased to announce our ‘Food Heaven’ sponsorship with the Good Food channel and are confident that it will help us to reach consumers who are as equally fanatic about high quality, organic food produce as we are. We’re extremely proud of the Rachel’s range which offers a wide variety of different yogurts for different occasions. Not only are our yogurts intended to be enjoyed on their own in all of their glory, but our big pots are also the perfect ingredient for cooking. We were keen to highlight this unique versatility within the idents and through the use of different scenarios, we are really pleased with the finished result which perfectly communicates the different moments where Rachel’s can be enjoyed.”