Rachel’s Dairy Appoints Haygarth for Through-the-Line Brief

Haygarth has been announced as the new through-the-line agency for Rachel’s Dairy following a three way pitch. Haygarth will be the brand’s lead agency responsible for driving loyalty building activity in a variety of disciplines including promotional, digital and direct marketing. Starting with immediate effect Haygarth’s brief will be to drive sales and brand growth with campaigns starting in January 2010. The key thrust is to create greater consumer engagement and build loyalty across the brand’s yogurt and dessert ranges and launch new products for the brand.

Steve Clarke, marketing director at Rachel’s Dairy, led the pitch process and comments: ‘We were keen to find an agency that would work as a strategic partner to help us develop the brand and increase sales. Haygarth’s integrated expertise really impressed us; they are perfectly positioned to provide a media-neutral approach to the brief.’

Sophie Daranyi, CEO at Haygarth comments: ‘It is a tough time for the premium and organic sectors at the moment; we are developing a marketing campaign that gives consumers a constant reason to purchase and helps the Rachel’s brand gain increased loyalty traction within the core customer base. We’re looking forward to using our wealth of customer marketing experience and integrated marketing expertise to build market share for Rachel’s.’

This is the latest win for Haygarth which was recently appointed by the Organic Industry to undertake its first ever marketing campaign to help drive sales of organic products and promote the ‘Organic brand’.