| Background: |
| Rachel’s, the leading
brand of organic yogurts and chilled dairy products,
hired Threepipe in 2010. The brief was to create
an on-going, proactive campaign to deliver brand
and product coverage in consumer lifestyle, national
and “foodie” media, to reach an ABC1 35 - 55 year
old, primarily female, audience. |
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| Objectives: |
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Create quality editorial
coverage within consumer lifestyle, food and national
media |
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Maximise consumer awareness of
new product development and limited edition flavours |
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Communicate the brand’s messages
of superior taste and quality |
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Improve the brand’s presence within
trade media to support the sales process |
| • |
Support Rachel’s in achieving year
on year increases in sales growth and share of
market |
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| Solution: |
| Our strategy was a
simple one: to educate media and consumers about
the superior taste and quality of Rachel’s products
and we put in place an integrated PR and social
media campaign to achieve that, including: |
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Product PR |
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Recipes |
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Facebook community building &
engagement |
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Blogger relations |
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A major partnership with designer,
Emma Bridgwater |
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| Results: |
| During 2010, we delivered
a total of 400 pieces of editorial and blogger
coverage: |
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172 in consumer/lifestyle media |
| • |
14 in national media |
| • |
69 in specialist & trade media
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| • |
107 in regional media |
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38 blogs |
| In total, the media
coverage achieved a cumulative reach of over 240m
at a cost per thousand of just £0.25. The Rachel’s
Facebook page went from zero to 3,760 likes, grown
organically over 6 months, with a highly engaged
community registering 131,000 post views and 1,672
post comments. |
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| Outcomes: |
| In the face of big-spending
competition and tough market conditions, 2010
was one of Rachel’s best ever years: |
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Fastest-growing established supplier
in their category, with 23.8% y-o-y growth |
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Share of market increased from
21.9% in 2009 to 30% in early 2011 |
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£6.25m of value added to the brand
in 2010 |
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| Andrew
Curzon, Marketing Manager at Rachel’s, ‘With
no advertising, PR was key to the growth of the
Rachel’s brand during 2010. The quantity and quality
of coverage generated by Threepipe far exceeded
anything the brand had achieved previously. In
a highly competitive market we were able to significantly
increase our market share and 2011 looks like
being even more successful’. |
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Download
full case study [pdf] |
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