Client: Rachel’s Organic
Brief: Develop a new brand positioning and apply it to an on-pack promotional activity to increase brand loyalty and sales.
Insight: Our target audience appreciates quality and craft. And Rachel’s is a small business who puts a huge amount of passion and care into their work.
Idea: Everything Rachel’s does is Made With Love.
Execution: We teamed up with Emma Bridgewater to create a bespoke bowl design inspired by Rachel’s new packaging. Consumers collected the on-pack tokens to claim their bowl. At over 45.000 redemptions, the demand doubled expectations! Online support included the re-skinned website, targeted e-newsletters, Facebook and online PR.
Brand Republic said… Emma Bridgewater and Rachel’s Organic is a great brand partnership that is spot on for this audience. The brand values match, the brand association is very positive. There is a special jointly branded bowl exclusive to this partnership and both brands are promoting the link up. A great example of partnership that works on the outside aesthetically and will drive sales too.
Gold – IPM award for ‘On Pack Promotion’ and a Silver IPM award for ‘Foods’ and ‘Commercial Partnerships’ 2012