The Food & Drink Innovation Network

April 23rd, 2012

Organic dairy brand Rachel’s has unveiled new Special Edition Heavenly Coconut multi-pack

Rachel’s new multi-pack has two flavours; coconut and passionfruit, and coconut, pineapple and banana.

These two flavours have been created for those looking for a summer snack.

Launching in April 2012, these yogurts have been made with locally sourced organic milk and organic tropical fruits.

These special edition multi-pack flavours are packaged in bright pots available from April 2012, priced at £1.69 for a multi-pack.

Rachel’s has also launched their new digital and eCRM campaign – ‘Kitchen Moments’.

The ‘Kitchen Moments’ digital campaign consists of monthly e-newsletters, a new brand website, as well as a new interactive Facebook app which provides a hub for the campaign activity.

It has been created by Rachel’s to communicate a consistent message across all digital channels and will continue for the rest of the year and through to online conversations on the Kitchen Moments Facebook Wall.

Exclusive content and competitions will be on offer via partner brands carefully selected by Rachel’s, with the aim of engaging its target audience: 30- to 65-year-old women who enjoy quality organic food and time spent with family and friends in the hearts of their homes – their kitchens.

Rachel’s enjoyed success in 2011 with campaigns by the agency including the award-winning ‘Made with Love’ Emma Bridgewater on-pack promotion and ‘Rachel’s Moments’ eCRM campaign, an expansion of the brand’s first TV advert.

Andrew Curzon, Marketing Manager at Rachel’s, commented:

“The kitchen is the heart of the home and where some of life’s best everyday moments happen – from chats over the kitchen table and informal lunches with the girls, to a quiet Sunday morning breakfast with the papers.

“With Kitchen Moments we hope to expand on these everyday pleasures and give something back to our fans.”