Celebrating the heart of the home.

The challenge
To create a digital eCRM campaign and new brand website that builds on and refreshes the Rachel’s ‘Moments’ strategy positioning it as a lifestyle brand.

The tone
Rachel’s is a much-loved brand with an equally lovely story. It talks to 30+ upmarket, affluent and stylish women. They buy into the brand because it chimes with their desire for authentic and utterly delicious food. Simply put, Rachel’s is urban chic. The language is warm and friendly with a slightly playful tone that represents the passion, dedication and care that go into every Rachel’s product.

The solution
We created digital activity called ‘Kitchen Moments’. This was centred around a Facebook app, new brand website and refreshed monthly e-newsletter. They all featured exclusive content, competitions, brand partnerships, and allowed the brand to take on a more editorial-led approach to marketing.

The copy
I love working on Rachel’s and as copy guardian, it was a pleasure to help develop the tone on their new site. I also had to rewrite and edit the existing content and create a template for their new Facebook app and refreshed e-newsletter.