Devised and implemented by Haygarth, the promotion will create a strong out-of-category presence across all 375 ASDA stores. The campaign will be supported by strong in-store POS and on-pack promotional stickers across ASDA’s speciality tea range as well as over 130,000 Disney Blu-ray & DVD units. In addition the activity will be supported in the ASDA magazine, banners on the Asda website and special midnight openings in ASDA’s biggest stores.

Ruth Greer, Customer Marketing Manager at Disney, comments: “This partnership is a fantastic opportunity for both Disney and ASDA and will really help to drive awareness of the Alice in Wonderland launch whilst adding value for the consumer.”

The campaign for Walt Disney Studios Home Entertainment will run in ASDA stores for 2 weeks from 31st of May 2010.

Haygarth has cast its eye over the retail world and identified the 9 most important trends and technologies that are radically changing the shopping experience in the UK. This short report will give you a view of how retail will change as we enter a new permanently connected world. This is a must read for anyone connected to retail.

Click here to download the Haygarth Retail PDF

For more information please contact:

Anthony Donaldson,
Head of Insight,
+44(0)20 8971 3300

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 (www.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.

Sophie Daranyi, Haygarth CEO, comments: “It is hugely rewarding to see the people and culture that are so fundamental to our success being recognised in this way. Our sincere and consistent belief in staff welfare is reflected in this new Gold Standard – we’re really pleased.”

H. Samuel’s ‘Little Store of Love’ will be situated at Waterloo station and uses a fun, friendly and appealing creative to create a warm and inviting environment. Staff gift finders will be available to help guide shoppers and enhance the brand experience.

‘The Love Boutique’ will represent the Ernest Jones brand at Paddington station. A clean, contemporary and modern design will be used, replicating a style bar to entice shoppers.

The ranges in each store have been specially selected to represent gifts for each stage of a relationship. In H.Samuel the collection spans from affordable treats for new couples to the investment of on trend bead bracelet gifts; whilst Ernest Jones offers accessible luxury for long-term loves from classic diamond pendants to gorgeous silver and gold gift sets.

Jeff Jones, Signet Head of Brands, explains: “Valentine’s gifts are traditionally bought at the very last minute, but still retain their importance. This year we want to help men get it right by bringing our stores to them whilst commuting to work or on their way home. We are delighted with the formats that Haygarth has developed with us. The popup stores are fun and colourful – we hope we make things easier for men and that women will come and browse and drop hints to their other halves.”

Sophie Daranyi, Haygarth CEO, comments: “There are so many brands fighting for their share of voice in the lead up to Valentine’s Day. This brand building activity will help create stand out and Valentine’s Day ownership for Signet whilst making it easier for customers to make an important gift purchase.”

February 2010

Haygarth has been part of a Workplace Giving scheme for the past eight years and since 2003 has raised nearly £24,000 which has benefitted over 49 charities.

Sophie Daranyi, CEO, Haygarth, comments: ‘It is really great to have received this recognition for everyone at Haygarth who has supported the Give As You Earn scheme. Whilst this is only a very small part of what we do to raise funds for charity, it is important to us that the G.A.Y.E (Give as You Earn) scheme works well and is always available to anyone who would like to support a charity through their pay.’ Haygarth recognises that making it easy for employees to give to their chosen cause is key to a successful scheme. All Workplace Giving donations are taken from the employee’s gross pay and are all therefore tax efficient. It is also the only way for a higher rate tax payer to automatically give an extra 40% to their chosen charity.

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’.

Recent figures from TNS show that the organic sector has declined by 13% and there is a need for one clear voice to help the organic sector raise its positive profile. This campaign is in response to market research that shows people want clear information about the benefits of organic food and farming. It will be supported by the Organic Trade Board which represents the industry. The Marketing committee for the campaign is made up of key producers within the OTB such as Alara, Green & Black’s, OMSCo, Organic Farm Foods, Organix, ProduceWorld, Rachel’s and Yeo Valley.

Catherine Fookes at Sustain (the alliance for better food and farming), who are fronting the bid for EU match funding comments: ‘There is lots of confusion around the word organic and what it means. Research shows that people value naturalness but don’t link this with organic. Our communication strategy will not only build consumer understanding but will also drive the organic sector as a whole.’ She continues: ‘Haygarth really impressed us with their clear strategic thinking, passion and creativity and we are really looking forward to working with them.’

Sophie Daranyi, CEO at Haygarth comments: ‘This is a great win for Haygarth; it will allow us to demonstrate our PR, digital and advertising expertise to create an impactful campaign for the organic brand. We’re currently at planning stage, but there is some exciting and thought provoking activity which we believe will create a step change in behaviour.’

Gbone Adjene, Senior Customer Marketing Manager, Walt Disney Studios Home Entertainment, comments: ‘This campaign is a perfect partnership between Walt Disney Studios Home Entertainment and Tesco to deliver a high impact retail campaign for the launch of Snow White on Disney Blu-ray and DVD. It meets the joint objectives of increasing awareness for the Blu-ray and DVD launch out of category while bringing the Disney magic, fun and theatre to the produce area.’

The promotion will be live in-store for 3 weeks, leading up to and including the dates of the title release (Blu-ray release 2nd November and DVD release 9th November).